Consumer Society Culture - Essay Example

Consumer Society The world economy and consumer culture has changed profoundly since the beginning of the XX century. Perhaps the most fundamental change was the emergence of global markets; responding to new opportunities, global competitors have steadily displaced or absorbed local ones which has a great impact on culture of consumption. Class and production modes are two most important factors which determine the distribution of economic and social resources. A major concern of social thinking is to identify the nature of these relations and to trace their social and political effects, consumer society and new social values. In general, society is distinguished by its characteristic modes of production and economic life. However, what is thought to distinguish the society is not solely a new mode of production, but a new social imperative - the changing distribution of economic and social resources. Since 1900s, consumers became conscious about high quality of products and services they received. Fordism was one of the main features of this period. It caused a technological advance in mass production and labour relations, production of low price commodities to the workers. In contrast, upper and middle classes needed luxury goods and high quality services which supported and 'reflected' their high social status. Following Marx's theory of class conflict, it is possible to say that class was defined by its modes of collective action, and sought to show how rights to productive resources, credentials, party membership, lineage, etc., could all be distinct bases for social closure in the struggle for distributive advantage. Similar to other periods of production and social development, race was a silent factor which was often neglected by economists who analyzed distribution of economic and social resources in terms of class location of individuals. During this period of time, commodification was one of the main processes which marked the new era in consumption. Many objects and signs were turned into commodities available for consumers (Dant 1999). The 1920s-1930s marked a new and one of the most important eras in production and consumption modes. After a short postwar recession, the economy grew exceedingly. Unemployment dropped as low as 3 percent, prices stayed steady, and gross national product increased by nearly 30 million in seven years. Some of this prosperity was due to technological advancements such as electricity. New systems for distributing goods also affected the US economy; perhaps the most influential producer of a good economy was advertising. The culture of the 1920s-1930s associated with consumerism and money-oriented behavior. Automobiles, another reason for the boom of the 1920s, caused a need for assemblers, which increased the job market, and by 1930 the automobile industry made up for about 9 percent of all wages. Because of this new found freedom people were able to drive to the chain department stores that perhaps were not convenient before (Weintraub 1958). The 1920s could be described as the "coming of age". Through technology, arts, sport and science American culture was shaped in a 10-year period. Faster music, looser morals, and skimpy dress all contributed to the end of our nation's adolescence. However there was one factor that would later define the 1920s: prohibition. Seemingly, with a "coming of age" also came intelligence. As one faction of society pushed for looser morale, another group was right behind them leading the charge against social evils. The main objective of these groups was to do away with social evil by putting an end to its source: alcohol. Prohibition contributed to the prosperity of the 1920s by leading UK on a dry path to overall well being, reducing alcohol production, plummeting alcohol consumption, and promoting health. In order for one thing to be considered good, something else have to be considered bad. This contrast explains how beauty exists because there is misery in the world, and it exists exclusively in the human mind. Personal network of associations determined whether consumers find something beautiful or not, as beauty was not something to be measured or defined, other than that it was an experience (Birdsall, Graham 2000). Following McKendrik et al (1983) this led to a decrease of ma and pa shops as they became worthless in a society driven by the advertisements heard on the radio. Consumerism and consumer culture of the 1930s had some negative effects both on society and nature. In contrast to the previous decade when class differences were not so apparent, the 1930s created a larger gap between the rich and the poor as the poor were unable to buy luxury items. Some critics suppose that class was the main factors which have an influence on social position and opportunities of individuals. According to Weber, "instrumental rationality" was a universal characteristic of social action, only in the modern West had the goal-maximizing calculation of the most efficient means to given ends become generalized. The retention of the market and of private ownership were necessary to secure competition between a plurality of social powers, and so guarantee freedom for the individual (Brubaker, 1984). Underlying Weber's conception of democracy as a procedure for producing political leadership laid a basic philosophical assumption that political principles or values could not be grounded in reason or in the historical process, but were matters of subjective commitment and assertion (Holton, Turner 1989). Technological advancements of the 1940s affect the economy however daily life for women was changed dramatically as what was previously laborious house work became a technological challenge which eventually provided the women with free time to venture and explore work outside the home. After the war the percentage of women in the work forced remained the same despite the fact that 2 million more women were in the work force. Despite technological advancements, women faced another barrier, this one not easily overcome by a new invention, discrimination. 'Social Contract' was largely used in the UK after the WWII. Using theories of class by Marx and Weber it is possible to say that class structure of the 1950s was very tightly and narrowly drawn. Not only were the links between levels rather tight; they were unidirectional, the causal flow going from economic structure through consciousness to action. As a result of lack of enjoyment in work, many workers began to use their leisure time as a time for them to be entertained and forget their sense of worthlessness. Because many Americans became bored with their lives, they looked to lives of other to find a sense of excitement, this created for some, celebrity status. The search for entertainment during leisure time created a whole new culture of creativity in the 1050s. With this new culture came new values as the younger generation broke away from tradition values and began throwing parties, drinking alcohol, going to jazz club, dating and talking of sex openly. On the one hand, consumers fought for years to achieve equality in all aspects of their lives, for everyone to be an equal part of the community, and largely this has been achieved. However, the other side of the human psyche is the desire to be different, to stand apart. During 1960s and 1970s, the focus at each class was also much broader: at the structural level, it encompasses not only productive relations but also the sphere of circulation and market positions; and at the levels of consciousness and action, it encompasses ethnicity, religion, status, etc., and the spheres of consumption and distribution as well as work and politics. In general, market transactions in economies involved mostly goods and services for consumption. Producers from different classes specialized in making some commodity and then traded it for the other products they needed. The labor services required to make the product would usually be provided by the makers themselves, by apprentices who were learning to become craftsmen (Baily et al 1993). New communication systems provide the communication and analytic power that firms need for conducting trade and managing businesses on a global society. New products are created for consumers anticipating their needs and wants. They create a culture of consumption and buying patterns. According to Durkheim, consumers lack controlling norms which leads to false social images of prosperity and real value of goods. Consumerism and consumer engineering can be seen as a natural process of industrialization and new ways of production. It is not clearly stated but new methods of production gave society an opportunity "to jump" through the initial stages of development. All was made for maintenance to their peoples of the maximal access to new business networks. Economists insist on the reality of class conflict and the impossibility of class compromise. But their generally determinist attitude led them into a certain political passivity (Dovring 1990). Most of them anticipated socialist consciousness originating outside the working class. Consumers were driven by 'affectual motives' buying goods and luxury items influenced by emotional and physiological appeal. Since the middle of the XX century, bureaucracy had flourished creating a new social landscape and consumer values. In contrast to 1920s and 1940s, the huge expansion of bureaucracy under capitalism as itself the result of the market: its inherent tendencies towards monopoly, and its creation of insecurity and deprivation, were remedied by massive state provision, while its attendant class conflict was contained by an extensive apparatus of coercion. Also, post-Fordism replaces Fordism and marked a new era in economic and social relations (Harvey 1990). Following Bourdieu taste wars were closely connected with brand image and social perception of new products. In contrast to the fist part of the century, at the end of the XX century brand plays a crucial role in decision to purchase. Modern consumers are brand-oriented trying to keep unique social and personal image. The 1980s was marled by monetarism and new cultural landscape. Free market economy and perfect competition changed labor relations and led to new consumer culture. The role of the state in managing the economy affected both demand and prices. The control of interest rates influenced the extent of consumer credit and hence the size of an individual's budget. The latter represents the sphere of competition, dynamism and freedom of choice, where the former represents monopoly, stagnation and compulsion. On this view a society will be dynamic to the extent that its production is organized according to market principles, with the necessary role of bureaucracy in social welfare being kept to a minimum. The McDonaldization of Society (1990s and 2000) has led to new social imperative and consumer culture of mass standardization and customization. in contrast to the previous decades, firms these days are winning markets by being particularly responsive to customers in terms of higher levels of customization to fit a customer's particular needs, extremely fast response to a customer's requests, and outstanding quality. Customization refers to offering a product or service exactly suited to a customer's desires or needs. However, many are relatively nonspecific, such as a toaster or an oil change for car, and total customization is not particularly necessary or desirable (Baily et al 1993). Organizations pursuing mass customization seek to produce low-cost, high-quality outputs in high variety (Peters, 2001). On the other hand, mass customization is often quite applicable to products characterized by short life cycles, rapidly advancing technology, or changing customer requirements. However, recent research suggests that successfully employing mass customization requires an organization to first develop a transformation system that can consistently deliver high-quality outputs at a low cost. With this foundation in place, the organization can then seek ways to increase the variety of its offerings while at the same time ensuring that quality and cost are not compromised. Following Birdsall and Graham (2002): "Open markets and democratic systems seem to go hand in hand" (3). In sum, consumption and consumerism transformed society. If the end of the 19th century can be seen as a starting point to consumerism, the 1930s were the main stage of development and penetration into consumer's mind. The World War I and II changed understanding of commodities and "beauty". Also, the middle of the XX century was connected with the increased volume of capital movements. During two decades, the American economy changed profoundly. Perhaps the most fundamental change was the emergence of global markets; responding to new opportunities, global competitors have steadily displaced or absorbed local ones. These consumption patterns resulted in the trap of indebtedness which 'affects' millions of consumers. The theories and concepts mentioned above suggest that consumption culture can be interpreted as a historical process which has had a great impact on business and economic activity. In the UK today there is little difference between persons and corporations. References 1. Baily, M.N., Burtless, G. Litan, R.E. Growth with Equity: Economic Policymaking for the Next Century. Brookings Institution, 1993. 2. Birdsall, N., Graham, C. New Markets, New Opportunities Economic and Social Mobility in a Changing World. Brookings Institutuion, 2000. 3. Brubaker, Rogers. The Limits of Rationality: An Essay on the Social and Moral Thought of Max Weber. London: Allen and Unwin, 1984. 4. Dant, T. Material Culture in the Social World. Open University Press, 1999. 5. Dovring, F. Inequality: The Political Economy of Income Distribution. Praeger Publishers, 1991. 6. Harvey, D. The Condition of Postmodernity, Oxford: Blackwell, 1990. Peters, B.G. The Politics of Bureaucracy. Routledge, 2001. 7. McKendrik N., Brewer, J., Plumb, J.H. The Birth of a Consumer Society, Hutchinson, 1983. 8. Holton, R. J., Turner B.S. Max Weber on Economy and Society. New York: Routledge, 1989. 9. Weintraub, S. An Approach to the Theory of Income Distribution. Chilton Co., 1958. Read More