Consumerism

I would be lying if I didn't say that sometimes when I'm bored in class I'll look at clothes on the internet and sometimes even bags or shoes. Consumerism is everywhere in today's society, and according to Juliet Schor's essay The New Politics of Consumption, it's starting to cause a rift between Americans. "The new consumerism, with its growing aspirational gap, has begun to jeopardize the quality of American life." (Schor, 186) This also relates to the idea of symbolic violence, which is the idea that the capitalist system forces Americans into bankruptcy because we are constantly trying to compete with one another for the best and newest clothes, cars, houses, yachts...the list goes on. The image that I chose in the cover of Nirvana's album Everyday and shows a baby reaching out for a dollar bill, symbolizing that we are taught to appreciate and strive for money from the time we are born because consumerism is so ingrained into our way of life.

From the G word to the L word.

In "Advertising and the political economy of lesbian/gay identity," Fejes points out that some years back- many corporations were extremely reluctant to be associated with anything that was seen as being homosexual. Whereas today there are many open media advertisements or shows promote homosexuality, sort of like a brand.
Showtime, broadcasted a very popular series called "The L Word(2004-2009)," it portrays the lifes of a group of Lesbian and their lives, families and lovers in a trendy LA area in Hollywood. The opening credits celebrate these lesbians , an example of the lyrics-"Women who long, love, lust.. Women who give. This is the way It’s the way that we live." Many people (not just lesbians) watched this series through interest to learn how lesbians supposedly "live". To be gay has almost become a trend, as Fejes identifies, "as a group they were seen as more cutting edge" (216). Another close link to this point is the song I kissed a girl"-Katy Perry, it almost justifies that it's trendy and fun to be Gay, which totally blows aware previous beliefs.

Advertising and Homosexuality

The reading Advertising and the Political Economy of Lesbian/Gay Identity, by Fred Fejes, brought to attention some connections between consumerism and gay rights. I had never really made the connection between the influence gay men had in the consumer market and their progress towards equality. It makes complete sense to me now. When advertisers realized large the potential market of gay men in regards to things like the fashion industry and travel industry, they began to optimize on the possible money maker. By advertising and creating a market for gay demographics, the image of homosexuality began to change. Through advertisements and marketing opinions and views of homosexuality began to be seen in a more positive light. I find it ironic how the progression of gay equality moved faster through their role as consumers and as a large advertising target (pg. 213). I found an Image I feel relates to the issue brought to attention by this article. When the fashion industry began to realize the potential profit of marketing to gays, a few designers got around the early social problems by utilizing "gay window advertising" (214). I feel this image is filled with gay subtext.

Homosexuality Sells?

While reading "Advertising and the Political Economy of Lesbian/Gay Identity" I kept going back to the same thought that although gays and lesbians aren't legally allowed to get married in most states in the U.S., their culture has been targeted by advertisements in the media for about twenty years. " It seemed so wrong to me and yet so American all at the same time...corporations just want money from the gays because "...they are now being portrayed as young, healthy, fun to be with, and having a lot of disposable income." (Fejes 217) Basically, corporations and the media equate gay men with large dollar signs. "As a group they were seen as far more 'cutting edge', more likely to spend money on new products." (Fejes 216) I found this advertisement for Abercrombie and Fitch, which is so obviously targeted to the male gay community. His positioning, body language and his nudity all appeal to gay men. I thought that it was interesting that a company would so blatantly advertise to the gay community.

Gay and Lesbian Utopia

The beginning of this ad for Blackberry Messenger shows two gay men who own a trendy furniture store. This is the Gay Utopia that Fejes talks about in his conclusion. The two males look to be very fashionable and successful. They are the advertising stereotype of the better than average income, white, highly educated gay male. It was interesting how Fejes brought up studies of how Ga and Lesbian people were not necessarily richer, but that they had more disposable income. In the state of Florida you can have a foster child and be a gay couple. However you cannot adopt kids. This is an odd paradox. It also points out that most homosexual couples or people do not have or cannot have families. Thereby giving them the extra income to be able to go on trips and spend money on high brand liquor and fashionable clothes. The reality of it all is that, as Fejes states, this stereotype i really a Utopia. Most gay and lesbian people live in a world of misunderstanding and hatred. Gay liberties and rights as a social class argument is the defining fight of our generation. There is only a closet to come out of because we have built one.

Confessions of a Shopaholic

While reading “The New Politics of Consumption” I immediately thought of the stereotypical consumer; one who buys in excess without the need for the actual products themselves. As a society we tend to evade the idea that we shop to fill a void. Many people shop to gain a short-lived high until this wears off, and one begins to want the next “new” item. This idea and continuing cycle is well represented in the film “Confessions of a Shopaholic”. The film goes along the path of a young woman who clearly has an unhealthy obsession with buying. They have even named her as being someone with a “shopaholic” issue, likening this problem to that of alcoholism or drugs. Social critics in this article however suggest that “the good life…could be achieved by attaining comfortable, middle-class standard of living.” (184). This idea is implemented throughout society as to be successful one should simply be happy, however the path of consumers may suggest otherwise. Our society as a whole creates a world filled with the idea that without the “newest” product we cannot obtain happiness. This relates to the numerous issues surrounding the effects of media and advertisement messages, both obvious and subliminal, that are accepted by consumers. If we are constantly “told” that we will not be accepted if we do not fulfill our material wants, then maybe this issue isn’t shopping too much, but rather why we consume. The reasoning behind it is much more psychological than anything else, a disease where we are cycled into thinking how society wants us to, rather than for ourselves. The main character of “Confessions of a Shopaholic” realizes this truth as she accepts that her need to consume isn’t a product of her own thoughts but rather the ideas our culture has created.

The New Politics of Consumption and Banksy

Banksy is a graffiti artist in the United Kingdom that takes stabs at things like war, political agenda, and consumerism. I felt that the following image adequately embodies the principles discussed by Juliet Schor in The New Politics of Consumerism.



I related this picture to the quote “Income (the solution) leads to the consumption practices that exacerbate and reproduce class and social inequalities, resulting in – and perhaps even worsening – an unequal distribution of income. (Page 184)” Here we can see an obvious example of poor distribution of wealth, when a young boy is working to make money by becoming personal transportation for the obviously gluttonous wealthy. These fat and happy people are enjoying being above everyday human practices like walking, at the expense of the poor. These people in the rickshaw represent the tiny percentage of people that own the majority of the country’s wealth. This couple that represent said people, thrive off of the consumerist nature of the poor, who are trying to “keep up with the Smiths.” Just like Schor mentions that more and more housewives are entering the workforce to have the income available, this child represents the element of family that is lost to consumerism.