The entire time I was reading The New Politics of Consumption I drew very strong parallels between her argument about the current state of consumerism to the show Extreme Home Makeover. The show advertising itself as a humanitarian project that takes people out of awful living conditions and gives them beautiful new homes. In reality the show is pretty sickening. It supports an unattainable lifestyle for the impoverished and downtrodden. It sells this lifestyle to every person who watches the show for the tears and smiles. The whole time it sells a basically unattainable home to the viewership as the only thing that will make people happy. Juliet Schor would argue that in order to get people to move away from this hyper consumerism would be to change the social parameters of consumerism.
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