Consumerism

Definition

Consumerism is an economic and social ideology that encourages the acquisition of goods and services in ever-increasing amounts. It emphasizes the importance of consumer choices and behaviors, often reflecting a society's values and priorities while critiquing the consequences of overconsumption. In various literary contexts, it serves as a lens to analyze characters' motivations, societal expectations, and the impact of commercial culture on individual identity.

5 Must Know Facts For Your Next Test

1. Consumerism often critiques how capitalist societies prioritize profit over human well-being, leading to ethical dilemmas in literature.
2. In postmodern novels, consumerism can be represented through characters who seek identity in their purchases or status symbols.
3. Postmodern drama frequently explores the absurdity of consumer culture, highlighting how it shapes interpersonal relationships and societal norms.
4. Consumerism is intertwined with themes of alienation and existential angst, where characters struggle to find meaning amidst material excess.
5. The global spread of consumer culture has led to discussions on cultural homogenization, affecting local traditions and identities in world literature.

Review Questions

• How does consumerism influence character development in postmodern novels?
  • In postmodern novels, consumerism plays a crucial role in shaping character development as individuals often define themselves through their possessions and consumption patterns. Characters may struggle with feelings of emptiness or dissatisfaction as they chase after material goods, revealing deeper existential crises. This relationship highlights how societal pressures and commercialism can distort personal identity and values, making readers reflect on the implications of consumer-driven culture.
• Discuss the portrayal of consumerism in postmodern drama and its commentary on society.
  • Postmodern drama often portrays consumerism as a central theme, using absurdity and satire to critique how commercial culture influences human relationships and societal structures. Characters may engage in trivial pursuits or superficial interactions driven by consumer values, reflecting a critique of modern life where genuine connections are sacrificed for material gain. This commentary invites audiences to question their own participation in consumer culture and its effects on authenticity and community.
• Evaluate the impact of global consumerism on cultural identities as seen in postmodern literature.
  • Global consumerism significantly impacts cultural identities by promoting homogenization while simultaneously allowing for hybridization of traditions within postmodern literature. Authors illustrate how local cultures may adapt or resist global trends, showcasing the tension between maintaining heritage and embracing modern consumption practices. This exploration reveals the complexities of identity formation in a rapidly changing world, where characters navigate the balance between global influences and local authenticity, raising questions about belonging and cultural integrity.

Related terms

Materialism:

A belief system that prioritizes material possessions and physical comfort over spiritual or intellectual values.

Cultural Capital: The non-financial social assets that promote social mobility beyond economic means, such as education, intellect, style of speech, and appearance.

Postmodernism:

A broad movement in literature and art characterized by a questioning of traditional narratives and forms, often incorporating elements of parody, pastiche, and irony.