The 21st Century Tsunami - Research Paper Example

The 21st Century Tsunami Outline Introduction Before Consumerism Appearance of Consumerism Imitation of Consumerism Explosion of Consumerism Dark side of Consumerism Conclusion Introduction The joy of deriving happiness, freedom and satisfaction by many drives our society today? How can I achieve my goals in my life? What can I do to satisfy my quest for life despite the great challenges? What can I do to look better than my friends and than what I am today? These are some of the questions that click in people’s minds everyday. In the course of seeking for solutions for these questions, consumption rate in the 21st century has rocketed. The result achieved is consumerism instead of happiness, morals contentment and freedom. Today, the battle rages between contentment versus consumerism, freedom versus slavery and happiness against gloom. For many decades, developed countries have been unable to control their consumption rates. Unfortunately, the developing countries have also begun to follow the same destructive steps that create more worry and devastation at the expense of environment, happiness and human health. The result is a world filled with suffering. Consumerism has evolved to a Tsunami, sweeping the world away. The question in waiting is; Is the world suffering from consumerism? The increased rate in consumption poses a great threat to the meager resources in the world. Increased appetite depletes the natural resources with the exchange of non degradable products like plastic bags. This has created a “throw away” notion that is reflected in pollution (National Geographic News 2004). Before Consumerism Think of the kind of life people led some years back. The days when social classes reigned in the hearts of men and society at large. The rich were viewed with considerable respect as poverty struck most people and rendered them at the mercy of the rich. Despite the social classes, people were held by societal principles that governed their lifestyle in terms of spending, character or behavior and dressing. Religious and cultural beliefs played a pivotal role in guarding people’s perception and spending habits. The question worth of thought today is; What triggered consumerism? Its appearance is backdated to between the seventeenth and eighteenth centuries. The desire for change in the society triggered the consumerist society. The power of change, comparison and certain complexities became the agenda of every society. With these issues steering the society, the quest for contentment from consumerism grew as it spread from England to France and finally in United States. It revealed some common characteristics in all societies, created disparities in social groups as well as gender and tension between contentment and the urge to please others (Stearns, Peter 15). Appearance of Consumerism Since the discovery of the importance of consumerism, perceptions have been transformed informatively. The way people react and think about the modern society and consumerism has changed. The core issues that have transformed its perception and meaning rely on its causes and initial definitions. Initially, consumerism was viewed in the context of rise in consumption of new techniques and goods and services produced in relation to human behavior and perception on needs. The former view carried more weight than the latter. Its origin is revealed through history in the eighteenth century. The gradual global rise in international trade and urbanization played a key role in accelerating consumerism. It led to exposure, comparison of achievements in terms of prosperity in various societies and increase in consumption rates of the challenged societies. At the same time, consumerism triggered the increase depicted in international trade and urbanization. Pride was triggered and consumerism emerged in the name of competition. It took a center stage in commercially viable regions and places that had high demand for manufactured products. For example; the growing demand for sugar consumption by the rich in Europe led to an increase in sugar production. The steady rise in its production and demand did not suggest consumerism but acted as a sign for indulgence in a product that could not be categorized as a basic need. This trend of demand was also realized in other sectors like household furnishings (Stearns, Peter 17, 27). Imitation of Consumerism With its origin from Europe, most states in America imitated what they could see from European countries. The American States were slow to embrace consumerism aspects. The North American states had close ties with the Western Europe countries. These ties were developed due to trade in goods manufactured by these states like tobacco. Another tie that acted as a bond between them was cultural links and the whites who settled in their states. The trade in tobacco and fur created wealth to the natives and made them seek for improved living grounds. Through their interaction with the whites, they adopted their way of life and finally consumerism took root in the Northern States of America. Today, America is the leading world giant in consumerism (Stearns, Peter 40). Friedman puts across a clear cut difference between globalization and Americanization. A comparison study of a street Lahore in Pakistan and an advertisement of Coca-Cola (Sonia Maasik, Jack Solomon 45) reveal an old globalization and Americanization simultaneously. The core issues revealed are the influence of American culture, ideas and values to the world through corporate bodies. He expresses this in the article through the statement; “the five gas stations theory of the world” to imply to the cultural values evident in the five economical systems. His theory stereotypes the existence of the world cultures and traditions. He further states that the adoption of the American values and culture by other countries goes against “social contracts” (Sonia Maasik and Jack Solomon 47). Explosion of Consumerism The peak of consumerism is revealed through the steady increase in industrialization and massive consumption of goods and services produced. The ever increasing demand for these products that are not of necessity in the people’s lives, the dynamic lifestyle controlled by fashion has driven many to positions and situations difficult to evade. This was the second phase of consumerism. This phase began from 1850 onwards. The spread of consumerism was not only in America but the whole world. The mode of consumerism changed to retail outlets and advertisements. With the intensified modes, consumerism took a new look by expanding into a new range of products and leisure. The definition of human needs changed drastically from a necessity point of view to a process of accruing wealth for satisfaction. Gender played a key role in consumerism. Women now contributed to a great extent in consumption of goods and services that were not necessity than men. Social classes and racism cropped in the society as the bitterness of consumerism started to inflict the society (Stearns, Peter 47). Sao Paulo in Brazil is given the following description, “The stylish women with their trim figures walking down Oscar Freire Street, popping into Melissa for a pair of shoes trying on the latest models, look so sophisticated that this part of Sao Paulo could be any upscale city center”. This description shows Sao Paulo as city with a beehive of activities in the commercial sector. Fashion has taken the center stage of the town’s activities at the expense of its beach culture. Luxury consumerism now controls Latin America. A substantial disparity exists between the poor and the rich. With the steady growth in the middle class, the large population affected by poverty does not haunt the country anymore. The beauty products offered for sale are damn expensive. A comment from one of shop owners is as follows, “I don’t know what motivates them to buy Louboutins at three times the price, when they are able to travel” and “citizens of the world, who travel and want more sophisticated clothes” (New York Times). Great preferences for a changed diet, that is, from a vegetarian to desire for flesh, results to “unbridled consumption” (National Geographic News 2004). A statistical report from National Geographic News (2004) reveals an approximate population of 1.7 billion people allied to “consumer class”. According to Coughlan Sean, complaints raised by university students in England and Wales have risen by 33 percent. The rise is attributed to a consumerist culture by the students. From ombudsman report, students have been compensated through the many cases raised in the courts. Orb Behrens says, “It’s encouraged them to be more like consumers- and consumers are more likely to complain” (BBC News Education and Family 2011). Professor Sir Steve Smith adds that, “Across the sector, student satisfaction levels remain unusually high and we have no reason to expect them to drop this year” (BBC News Education and Family 2011). Media has also played a key role in the explosion of consumerism according to this statement “your social networking page is...simply your place where you can share your life with others, especially your friends” (Maasik 425). The Dark side of Consumerism One of the American myths is that it is a country with unceasing opportunities. This myth “that the U.S.A. is a land of endless opportunity”, has inspired the citizens to seek for more and more everyday (Sonia Maasik, Jack Solomon 55). This complies with the statement “posted daily for all those who care to make the emotional investment” (Williams 450). It is depicted in the media, that is, the television shows, films and even in magazine advertisements. For example, the “Credit Card Barbie” photo (Sonia Maasik, Jack Solomon 57). The expression “virtual representations of themselves” (Semuels 457) is reflected in the lifestyle of the people. It reflects on a consumer who encourages the young girls to consume more and more of the product. The motive behind achieving higher education is to utilize every available opportunity. Everybody is driven by the desire to get more and eradicate the disease of malnourishment and the reality “appear exactly the way [he or she] [wants] to appear” on Gaia Online, which is great for creating multiple personas. (Maasik 426) is ignored. Shames contradict this myth by asserting that the country is “running out of more” to imply that it is exhausting its resources. This complies with the dwindling economy of the country. Moral degradation is also a threat to the 21st century due to the myth of more opportunities and consumption. A significant difference is now reflected between the generation of the old and the young. Consumerism has steadily advanced and crippled the whole world. In its every phase, it prompted doubts. These doubts emerged as from the early nineteenth century. The challenge that it poses is how it can be protested. It has no defined structure that can be used to put up strategies to curb it. Initially, people rioted against high prices for basic commodities like food. This was a consumer approach but not a consumerist one in search for solutions. Consumerism has become an infectious disease that has affected the whole world and developed more problems than its objective of search for happiness and contentment. Due to the high demand for goods and services, industrialization has improved. Raw materials have been consumed so as to meet the increasing demand that has never been accomplished. The search for happiness is now like chasing after the wind. The result is depleted resources, rampant pollution, and moral degradation among other evils in the society. Its result is slavery of the highest degree. Conclusion The challenge that the world faces today is what are the possible solutions towards this tsunami- Consumerism? Does the problem lie in goods and services produced? To attain freedom and happiness remains the goal to all but the means of obtaining it poses formidable challenges. Consumerism has been referred to as “Consuming Religion” (Journal of Theology). In the quest for happiness and freedom, many have ended up spending even to their last coin but in vain. The reality begins to dawn when resources begin to be scarce while the need for continues to rocket. This draws attention to draft the real meaning of happiness and freedom. The characteristics of happiness like its intangibility make it more complex. It finally brings the difference that it is what we become but not a commodity. Consumerism lies totally on commodities. Works Cited Makant, Mindy. The Pursuit of Happiness: The Virtue of Consumption and the Consumption of Virtue. Journal of Theology, Dialog, 49: 291–299. 2010. Print. Maywell, Hillary. As Consumerism Spreads, Earth Suffers, Study Says. National Geographic News, 2004. Accessed on 27th November 2011. Sean, Coughlan, Student complaints about universities rise by 33%, 13 June 2011 Last updated at 23:03 GMT. BBC News Education and family. Retrieved 13th November 2011. Sonia Maasik, Jack Solomon, Signs of Life in the U.S.A.: Readings on Popular Culture for Writers, Sixth Edition. USA: Bedford/St. Martin’s Publishers, 2008. Print. Semuels, Alana. “Virtual Marketeers Have Second Thoughts about Second Life.” Signs of Life in the U.S.A: Readings on Popular Culture for Writers. 6th Ed. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin’s, 2009. 457-459. Print. Stearns, Peter, Consumerism in world history: the global transformation of desire, Second Edition. New York, USA: Routledge Publishers, 2006. Print. Suzy, Menkes. Exactly How Hot Is Brazil? New York Times, November 9, 2011.Print. Williams, Brian. “Enough about You.” Signs of Life in the U.S.A: Readings on Popular Culture for Writers. 6th Ed. Ed. Sonia Maasik and Jack Solomon. Boston: Bedford/St. Martin’s, 2009. 449-451. Print. Read More