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Thursday, January 17, 2008

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so here we have spending as the actual culture. other societies have chatting by the fire, or saunas, or evenings at the pub (where they will heat your baby's milk for you since it's a family thing, i've seen this) as their socially-binding cultural practices, here we have spending (going to the bar and shouting at the football game with others doesn't count). i don't know. my parents were raised on farms in the distant countryside of a small european country, and seeing to one's own financial security was a kinda high priority. it's a lesson that crept naturally into my bones. i guess i just hate america.

Yeah, I'd say "spending as the actual culture" nails it. I often feel like this country is a cultural vacuum—or rather, an anti-culture that annihilates actual culture when it comes in contact. I found that particularly striking after I'd spent a few months in Germany and then came back here...the transition from a communal mindset, where stores close early and people go out to spend hours eating and drinking and talking with each other, to one where the shopping mall is the primary gathering place.

Is our consumer culture a cause or an effect? American capitalism requires a constant growth rate of at least 3-4% per year, and there's really no way to get that except from constantly increasing consumer spending. So "we" develop a "culture" of constantly increasing consumer spending.

Other countries (Germany, for example) seem to be able to accept lower growth rates, and so don't need to flog their consumers as hard.

By the way, here's a fun exercise to try the next time you watch the news: make up a scorecard, and count how many times various terms used to describe "ordinary" people like you and me. Number one will be "consumers", followed by "voters" (at least in an election year). Another term you might see is "victims" ("victims of the recent flooding"). "Citizens" is never used, unless it's in a story bashing non-citizens, and "protesters" is used only if someone breaks the window at Starbucks. "People" is eschewed, probably because it's not action-wordy enough.

That's how the "culture" is reinforced. There are certain roles laid out for us. 1) Consume and 2) vote, until, through no fault of your own, you become a 3) victim.

nice post steve.

" "People" is eschewed, probably because it's not action-wordy enough."

it's got a lefty tone to it too.

Steve: That's just what I had in mind when I put quotation marks around "consumers". I find the term offensive and dehumanizing, but also revealing, in that it really does put into sharp relief the role we're intended to play in the economic system.

About whether consumer culture is cause or effect, the quotes I posted the other day from Understanding Power speak volumes to just how artificial the process of "want creation" is. It takes a concerted effort to persuade people that the path to happiness is through greater and greater consumption, because we intrinsically know that the things that really matter to us and give meaning to our lives have nothing to do with spending money.

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