"Nowadays, we all rely involuntarily on the market, which is not only material but also spiritual.”
What is a "lifestyle brand"? In February, my main focus was on understanding this concept. To gain a deeper understanding of the origins and impact of consumerism in our society, I read two insightful books - "Manufacturing Consumers" and "Work, Consumerism and the New Poor.”
The first book, "Manufacturing Consumers," provides an insightful historical approach to understanding the evolution and growth of consumerism. The book delves deep into the past and offers a glimpse into the early stages of the emergence of a society built around consuming.
The book offers a unique perspective on the evolution of consumerism, and how it has become an integral part of our daily lives.
The author offers a comprehensive analysis of the factors that have contributed to the growth and evolution of consumerism, and how it has shaped our society. The book will take you on a fascinating journey through time, exploring the origins of consumerism, its growth and development, and its impact on our culture and society.
The second book, "Work, Consumerism and the New Poor," Bauman delves deeper into the roots of consumerism and its impact on society.
He sheds light on the rise of the so-called "new poverty," a phenomenon where employed individuals struggle to make ends meet due to ever-rising living costs and increasing consumption pressures.
Bauman explores the complex nature of consumerism and how it contributes to the new poverty through a detailed examination of various factors such as the impact of globalization, the changing nature of work, and the rise of the gig economy, among others. His study paints a vivid picture of the far-reaching consequences of consumerism on our society, from financial insecurity to social inequality and beyond.
How do we relieve our worries? Through consumption?
In "Manufacturing Consumers," the author employs various media, such as booklets, newspapers, magazines, and films, to illustrate how the presentation of images promotes the popularity of consumer goods, turning them into universal symbols and languages. Additionally, the development of these images allows people to envision themselves in previously unimaginable social worlds, which in turn can cause them distress.
As a result, people aspire to improve themselves and adopt the lifestyle depicted in magazines or Hollywood movies. Unfortunately, the only means of achieving this lifestyle is through consumption.
As a journalism graduate who has been engaged in new media communication for over ten years, much of the content in this book is not unfamiliar to me. However, the summary provided is particularly insightful. Throughout history, the tactic of advertising has been to induce consumption by guiding audiences to self-doubt and inspiring anxiety. Unfortunately, this tactic has typically been directed towards women.
The role of media marketing is to consistently create, plan, and produce a vast amount of content that captures the imagination of consumers and reflects their identity and values. People view their bodies as objects of self-projection and self-investment.
The author argues that the term "lifestyle" embodies the current consumer ideology, which reduces life to a style and equates it with consumption. The market offers symbolic resources that enable people to experience a range of lifestyles and switch from one to another freely.
I believe that brands, media, and wemedia practitioners must recognize that they bear the responsibility of leading social trends and influencing consumers' lives. The power of this influence cannot be underestimated, as it not only promotes products but also guides people's values and lifestyles. Unfortunately, many people lack awareness of this fact today.
Is consumption the only normal way of life?
The book "Work, Consumerism and the New Poor" has an additional layer of exploration - in modern times, everyone must first become a consumer. The author believes that we must reconsider our priorities and focus on creating a more fair and just society.
The first chapter of this book traces the origins of work ethics, while the second chapter explores the irreversible process of modern society's transformation from a "producer society" to a "consumer society" under this ethical guidance.
This shift has resulted in a society that was previously guided by work ethics, but is now ruled by consumer aesthetics. In the modern industrial stage, undoubtedly, before becoming anything else, everyone must first become a producer. However, in the second stage of modernity - the age of the consumer, this indisputable fact has become that one must first become a consumer in order to have any other identity.
The author believes that such a society has created a group of disadvantaged people who cannot keep up with the demands of consumer culture. These people are unable to adapt to the flexible and unstable work patterns, making it difficult for them to earn a decent wage. This exacerbates the gap between the rich and the poor, making it hard for those at the bottom of the economic ladder to make ends meet and fully participate in consumer culture, which places a high value on material wealth.
The author argues that we must work together to establish a system that values people over profit and provides opportunities for everyone to develop. Only in this way can we truly create a world where everyone has the opportunity to fulfill their potential.
Building on the previous understanding of "responsibility," the author argues that our daily work, the products we create, our lifestyles, aesthetics, and so on, all have a profound impact on consumers' purchasing decisions and even their attitudes towards life.
In this trend, the one thing we can do is to carefully consider the quality of the product, its impact on consumers, and the values of society, and make more informed choices. By doing so, we can contribute a little to the health and order of the entire society.