Consumer Culture in Literature & Literary Theory

Consumer Culture: Etymology/Term, Meanings and Concept

Etymology/Term:

The term “consumer culture” emerged in the mid-20th century as a descriptor for the societal shift towards a greater emphasis on consumption and purchasing goods and services. It originated from the recognition that economic prosperity was increasingly tied to the patterns of consumer behavior, shaping the way people interacted with products and brands.

Meanings and Concept:

• Emphasis on Consumption: This culture underscores the significance placed on acquiring and using goods and services as a primary driver of economic activity and societal values.
• Identity and Status: In this cultures, individuals often derive aspects of their identity and social standing from the products they own, contributing to a sense of self and social identity.
• Advertising and Marketing Influence: This culture is closely tied to the pervasive influence of advertising and marketing, shaping desires and preferences by creating a constant demand for new products.
• Globalization Impact: The concept extends globally, with the interconnectedness of economies and the spread of consumer-oriented values transcending geographical boundaries.
• Rise of Materialism: This culture is associated with an increased focus on material possessions, where ownership and accumulation of goods become symbolic of success and happiness.
• Disposable Culture: The tendency to discard products quickly in favor of newer ones is a characteristic of consumer culture, contributing to environmental concerns and resource depletion.
• Cultural Homogenization: As consumer culture spreads, there’s a risk of cultural diversity diminishing, as global trends and brands shape preferences and values across different societies.

Consumer Culture: Definition of a Theoretical Term

Consumer culture refers to a social phenomenon emphasizing the centrality of consumption in people’s lives, where economic activities and social identities are closely tied to purchasing goods and services. It signifies a shift in values, highlighting the significance placed on acquiring and using products as a means of self-expression and social status. This theoretical term encompasses the pervasive influence of marketing, globalization, and a materialistic mindset shaping the way individuals engage with the marketplace.

Consumer Culture: Theorists, Works and Argument

• Thorstein Veblen:
  • The Theory of the Leisure Class
  • Argued that consumer behavior is driven by a desire for social status, introducing the concept of “conspicuous consumption.”
• Herbert Marcuse:
  • One-Dimensional Man
  • Explored the idea of a conformist consumer society, where individuals are controlled through their consumption patterns, limiting critical thinking.
• Jean Baudrillard:
  • The Consumer Society: Myths and Structures
  • Proposed the idea of the “consumer society,” where consumption becomes a form of social organization, shaping perceptions of reality through simulated experiences.
• Zygmunt Bauman:
  • Liquid Modernity
  • Examined the fluid and dynamic nature of consumer culture in contemporary society, emphasizing the impermanence of consumer identities and values.
• Naomi Klein:
  • No Logo
  • Explored the impact of branding and globalization on consumer culture, highlighting the power dynamics between corporations and consumers.
• Guy Debord:
  • The Society of the Spectacle
  • Argued that modern consumer culture is dominated by images and spectacle, leading to a loss of authentic experiences and social relations.

Consumer Culture: Major Characteristics

Characteristic	Literary Examples
Materialism and Commodification	American Psycho by Bret Easton Ellis portrays excessive materialism and the commodification of human relationships in the yuppie culture of the 1980s.
Conspicuous Consumption	F. Scott Fitzgerald’s The Great Gatsby explores the extravagant lifestyles of the Jazz Age elite, showcasing the pursuit of status through conspicuous consumption.
Advertising Influence	Don DeLillo’s White Noise delves into the impact of advertising on everyday life, reflecting the saturation of consumer messages in contemporary society.
Identity Formation through Products	Chuck Palahniuk’s Fight Club critiques consumer culture by examining how the protagonist seeks identity and purpose beyond the materialistic values of mainstream society.
Globalization‘s Role	Arundhati Roy’s The God of Small Things touches on the impact of globalization on local cultures, highlighting the clash between traditional values and consumer-driven influences.
Disposable Culture	Dave Eggers’ The Circle explores the consequences of a society embracing disposable technology and the loss of privacy in the pursuit of constant connectivity.
Cultural Homogenization	Amy Tan’s The Joy Luck Club portrays the tension between Chinese immigrant heritage and American consumer culture, reflecting on cultural assimilation.

Consumer Culture: Relevance in Literary Theories

• Marxist Literary Theory:
  • Examines how consumer culture perpetuates class distinctions and reinforces capitalist ideologies, as seen in works like Upton Sinclair’s The Jungle, revealing the exploitation of workers in the meatpacking industry.
• Feminist Literary Theory:
  • Explores how consumer culture impacts gender roles and reinforces patriarchal norms. Margaret Atwood’s The Handmaid’s Tale critiques a society where women are reduced to their reproductive roles, emphasizing control through consumption.
• Postcolonial Literary Theory:
  • Analyzes the influence of consumer culture on postcolonial societies, as depicted in Salman Rushdie’s Midnight’s Children, where Western influences challenge traditional identities and cultural norms.
• Cultural Studies:
  • Focuses on how literature reflects and shapes cultural practices. In Zadie Smith’s White Teeth, consumer culture becomes a lens to explore the multicultural and multigenerational aspects of contemporary society in London.
• Psychoanalytic Literary Theory:
  • Investigates how consumer desires and choices reveal unconscious motivations. In Bret Easton Ellis’s American Psycho, the protagonist’s materialistic obsessions and violent tendencies are analyzed through a psychoanalytic lens.
• Postmodern Literary Theory:
  • Explores the fragmentation and disintegration of traditional narratives in a consumer-driven society. Thomas Pynchon’s The Crying of Lot 49 embodies postmodern concerns, questioning reality and identity in a world saturated with consumer messages.

Consumer Culture: Application in Critiques

1. American Psycho by Bret Easton Ellis:
   • Critique: The novel serves as a scathing critique of excessive materialism and the commodification of human relationships in the yuppie culture of the 1980s. Patrick Bateman’s psychopathic behavior is intertwined with his obsession with high-end consumer goods, emphasizing the dehumanizing impact of consumer culture.
2. The Great Gatsby by F. Scott Fitzgerald:
   • Critique: Fitzgerald’s classic critiques the emptiness of the American Dream and the pursuit of status through conspicuous consumption. The extravagant parties and the relentless quest for wealth by characters like Jay Gatsby illustrate the hollowness of material success and the impact of consumer culture on personal values.
3. White Noise by Don DeLillo:
   • Critique: DeLillo’s novel explores the pervasive influence of advertising and consumerism on everyday life. Characters are bombarded by messages and products, highlighting the desensitization caused by the constant exposure to consumer culture. The novel critiques the loss of authenticity and genuine human connections in a society dominated by consumer-driven messages.
4. Fight Club by Chuck Palahniuk:
   • Critique: Palahniuk’s novel serves as a critique of consumer culture by examining the protagonist’s rejection of mainstream values and identity formation through products. The creation of Fight Club as a reaction against materialism and societal expectations reflects the alienation and dissatisfaction caused by consumer-driven ideologies.

These critiques showcase how literature can be a powerful tool to analyze and question the impact of consumer culture on individuals and society, exploring themes such as identity, alienation, and the dehumanizing effects of materialism.

Consumer Culture: Relevant Terms

Term	Definition
Commodity Fetishism	Viewing products as possessing inherent social power.
Hyperreality	Blurring the line between reality and media representation.
Spectacle	Emphasizing the visual and image-driven nature of culture.
Simulacra	Copies without an original, challenging authenticity.
Alienation	Estrangement from oneself, others, and the product of labor.
Consumerism	Emphasis on buying and consuming goods for social status.
Cultural Imperialism	Dominance of one culture over others through media and commerce.
Branding	Creating an identity and loyalty around a product or service.
Cultural Capital	Knowledge and cultural assets used for social distinction.
Veblenian Conspicuous Consumption	Displaying wealth through lavish spending.

Consumer Culture: Suggested Readings

1. Baudrillard, Jean. The Consumer Society: Myths and Structures. Sage Publications, 1998.
2. Benjamin, Walter. The Arcades Project. Translated by Howard Eiland and Kevin McLaughlin, Belknap Press, 1999.
3. Featherstone, Mike. Consumer Culture and Postmodernism. Sage Publications, 1991.
4. Miller, Daniel. A Theory of Shopping. Cornell University Press, 1998.
5. Packard, Vance. The Hidden Persuaders. Ig Publishing, 2007.
6. Ritzer, George. The McDonaldization of Society. Pine Forge Press, 2015.
7. Slater, Don. Consumer Culture and Modernity. Wiley, 1997.
8. Twitchell, James B. Carnival Culture: The Trashing of Taste in America. Columbia University Press, 1992.
9. Williams, Raymond. Advertising: The Magic System. In Problems in Materialism and Culture. Verso, 1980.