Consumerism

Definition

Consumerism refers to the societal shift towards an increased focus on the acquisition and consumption of material goods and services as a means of achieving personal fulfillment, social status, and economic growth. It is a cultural phenomenon characterized by a strong emphasis on the desire to purchase, own, and display a wide array of consumer products.

5 Must Know Facts For Your Next Test

1. Consumerism emerged as a dominant cultural force in the United States during the late 19th and early 20th centuries, driven by the rise of mass production, advertising, and the expansion of the middle class.
2. The consumer revolution of the 18th century, marked by the growing availability and affordability of imported goods, laid the foundations for the development of a consumer-oriented society.
3. The 1920s saw the widespread adoption of mass media and the rise of a new generation of consumers, who were heavily influenced by the production of popular entertainment and the marketing of consumer goods.
4. The post-World War II economic boom and the growth of the suburbs fueled a surge in consumer spending and the development of a new American consumer culture centered around the pursuit of the 'American Dream.'
5. The proliferation of mass media, popular culture, and marketing strategies in the 20th century further entrenched consumerism as a dominant social and economic force, shaping individual and collective identities, values, and aspirations.

Review Questions

• Explain how the consumer revolution of the 18th century laid the groundwork for the development of consumerism in the United States.
  • The consumer revolution of the 18th century, marked by the growing availability and affordability of imported goods, introduced a wider range of consumer products to the general population. This increased access to material goods and the desire to acquire them set the stage for the emergence of a consumer-oriented society in the United States. The expanding middle class and the rise of a culture that valued the display of material possessions as a means of social status and personal identity further fueled the growth of consumerism in the late 19th and early 20th centuries.
• Describe the role of mass media and popular culture in the proliferation of consumerism during the 1920s and beyond.
  • The 1920s saw the widespread adoption of mass media, including radio, film, and print advertising, which played a significant role in the rise of consumerism. These new forms of media were used to promote and market a wide range of consumer goods, shaping the desires and aspirations of the emerging generation of consumers. The production of popular entertainment, such as Hollywood films, further reinforced the cultural importance of material possessions and the pursuit of the 'American Dream' through consumption. This trend continued throughout the 20th century, as the proliferation of mass media and marketing strategies entrenched consumerism as a dominant social and economic force, influencing individual and collective identities, values, and aspirations.
• Analyze how the post-World War II economic boom and the growth of the suburbs contributed to the development of a new American consumer culture centered around the pursuit of the 'American Dream.'
  • The post-World War II economic boom, marked by rising incomes, increased productivity, and the expansion of the middle class, fueled a surge in consumer spending and the development of a new American consumer culture. The growth of the suburbs, with their emphasis on single-family homes, automobiles, and the accumulation of material goods, became a physical manifestation of the 'American Dream' – a vision of personal and economic success defined by the acquisition and display of consumer products. This culture of consumption, reinforced by mass media, marketing, and the pursuit of social status through material possessions, became a dominant force in shaping individual and collective identities, values, and aspirations in the latter half of the 20th century.

Related terms

Consumer Culture:

The social and cultural environment that encourages and promotes the consumption of goods and services as a primary means of personal expression, social identity, and economic participation.

Materialism:

The belief that personal happiness and social status are primarily derived from the acquisition and display of material possessions, rather than from more intrinsic values or experiences.

Commodity Fetishism: The tendency to ascribe intrinsic value and social meaning to consumer goods, often obscuring the complex social and economic relationships involved in their production and distribution.