What was once a society that valued character and
actions over all else (pre-1970’s US) has since been transformed into a
consumeristic society which values material possessions to create the image of
wealth through branding. It’s evident that every species has always been competitive
in one way or another but the human race has shifted its competition to
attempting to establish who is the wealthiest, according to Juliet Schor the
current cultural structure in the US allows an individual to display wealth
without actually being wealthy.
Schor argues that the acquisition of high
cost materials items such as cars, cloths, and houses is the result of modern
day consumerism through the establishment of a brand most likely due to mass
media appearance. As a modern day college student I observe this ideology on a
daily basis but I like to consider myself an exception to it. Growing up in a
household that has always struggled with money has drifted me away from all of
these priority materials, however I do occasionally follow the cultural script
and put on my only expensive clothes for select events (i.e. Dates,
Graduations, Weddings, Interviews). While I normally don’t mind consumerism, I
do observe it quite often in the younger generations. Since adolescents are
still developing their sense of self they often mimic what they observe with
almost no subtlety, for example kids always want the newest game system, the
most high end bicycles, the coolest clothes, and if they don’t acquire these
items or acquire generic brands they are often ridiculed by other kids.
This interaction between adolescents is a good example
of competitive consumption which essentially is the need to have the best of
all material items to establish one’s self above all others even if it is a
false depiction. Another good example of competitive consumption is the
constant feud between my friends regarding their cars. They all have very
similar vehicles but are always trying to have the best one in the group by
installing expensive upgrades such as lift kits, satellite radios, LED light
bars, and custom exhausts. In many ways this is a reflection of the shift
within the American Dream which has been inflated from its original concept. In
the early 20th century the American Dream was to own a house, have a
steady job, and get paid enough to live comfortably without any struggle
however now it seems that everyone in the US wants to be the next Bill Gates.
This shows in a monumental way in my hometown, comfortable family homes that
were built in the 70’s and 80’s are being ripped down all across town and being
replaced by mansions and mini mansions to the extent where my 3 bedroom split
level home housing 4 people and a dog is now considered a cramped space. Like
Schor explained in the video this is happening all over the US, the average square
footage per person has increased despite the recent concerns about global
population growth and consumption of resources. At first glance you would think
that because these large, expensive homes are being built that means that the
average salary must have risen significantly over the last 40 years which it
has. However, when you consider inflation and the rise of the average cost of
living it about evens out to what it was 40 years ago.
The cause of
the upscaling of the American Dream may a result of upscale emulation, which
Schor describes as the process in which people with comparatively smaller
incomes mimic the consumption practices of the "rich and famous"
class. I believe that upscale emulation is a fabrication of the media. Each day
we encounter advertisements, stories, and subliminal messages in all forms of
media which glamorize the lifestyles of celebrities who endorse and use these
high end items. In the eyes of the producers (celebrities, companies, and
media) this is a three way win. Celebrities are paid large sums to endorse a
product, which companies use and place in the media for a fee, and in turn
creates an image of superiority, viewers then desire this product more and buy
it over cheaper products which drives up the price and moves more product. In
the end of it all everyone gets paid except for the consumers.
