Consumerism in Literature & Literary Theory

Consumerism: Etymology/Term, Meanings and Concept

Etymology/Term:

The term “consumerism” originated in the late 19th century and is derived from the word “consume,” which comes from the Latin word “consumere,” meaning to use up or devour. Consumerism initially referred to the protection and promotion of the interests of consumers, but over time, its meaning evolved to encompass a socio-economic ideology and cultural phenomenon associated with the excessive acquisition and consumption of goods and services.

Meanings and Concept:

Meaning/Concept	Description
Economic Consumerism	Refers to the economic theory that increasing consumption of goods and services is beneficial for the economy’s well-being, often linked to the idea that consumer spending drives economic growth.
Cultural Consumerism	Describes the societal emphasis on materialism and the pursuit of possessions as a source of identity, status, and satisfaction, shaping cultural values and influencing individual behavior.
Environmental Consumerism	Involves making consumption choices with consideration for environmental sustainability, promoting eco-friendly products, and advocating for responsible and ethical production practices.
Anti-Consumerism	Represents a countercultural movement opposing the excessive materialism and consumption associated with mainstream consumer culture, often emphasizing simplicity, sustainability, and frugality.
Consumer Activism	Involves consumers actively advocating for change in corporate practices, product standards, or societal issues through boycotts, awareness campaigns, and other forms of collective action.
Digital Consumerism	Relates to the increasing consumption of digital goods and services, such as online content, digital platforms, and virtual experiences, shaping new patterns of behavior in the digital age.

Consumerism encompasses a multifaceted phenomenon, intertwining economic, cultural, environmental, and social dimensions, influencing individual choices and societal values.

Consumerism: Definition of a Theoretical Term

Consumerism is a socio-economic ideology characterized by the emphasis on the acquisition and consumption of goods and services as a central component of individual and societal well-being. Rooted in the belief that increased consumption stimulates economic growth, consumerism also influences cultural norms, shaping identities through material possessions. The term encompasses a complex interplay of economic theories, cultural values, and individual behaviors, reflecting a broader societal orientation towards the pursuit of material satisfaction.

Consumerism: Theorists, Works, and Argument

Theorist	Key Works	Main Arguments
Thorstein Veblen	The Theory of the Leisure Class	Veblen introduced the concept of “conspicuous consumption” and critiqued societal emphasis on status through material possessions.
Herbert Marcuse	One-Dimensional Man	Marcuse examined how consumer culture can contribute to societal conformity and limit critical thinking, leading to a “one-dimensional” existence.
Jean Baudrillard	The Consumer Society: Myths and Structures	Baudrillard explored the role of consumerism in creating symbolic meanings, arguing that it leads to a hyperreal world where signs and symbols dominate reality.
Naomi Klein	No Logo: Taking Aim at the Brand Bullies	Klein discussed the negative impact of corporate branding on society, critiquing exploitative practices and the homogenization of global consumer culture.
Guy Debord	The Society of the Spectacle	Debord analyzed the alienating effects of a society dominated by images and spectacle, connecting it to the commodification of everyday life.
Erich Fromm	To Have or to Be?	Fromm contrasted the consumerist pursuit of having with a more fulfilling and humanistic mode of being, urging a shift in values toward authentic self-realization.

These theorists and their influential works have contributed to the critical examination of consumerism, offering insights into its societal implications, psychological aspects, and cultural consequences.

Consumerism: Major Characteristics

Characteristic	Description	Examples from Literature
Materialism as Identity	The association of personal identity and status with material possessions, reflecting a culture where one’s worth is often measured by what one owns.	In F. Scott Fitzgerald’s The Great Gatsby, Jay Gatsby’s opulent parties and pursuit of wealth symbolize the American Dream and the materialistic values of the Roaring Twenties.
Commodification of Experience	The tendency to view and seek experiences as commodities that can be bought and sold, leading to the commercialization of leisure and cultural activities.	Aldous Huxley’s Brave New World explores a dystopian future where even intimate and emotional experiences are commodified and conditioned, reflecting a society driven by consumerist ideals.
Consumer Conformity	The pressure to conform to societal norms and trends in consumption, where individual choices are often influenced by a desire to fit in or meet perceived expectations.	Ray Bradbury’s Fahrenheit 451 depicts a future society where books are banned, and people are encouraged to conform to a consumerist culture that discourages critical thinking and individuality.
Obsolescence and Disposability	The rapid turnover of goods, driven by a culture that encourages constant consumption and the disposal of older products in favor of newer ones.	In Don DeLillo’s White Noise, the characters live in a consumer-driven society where fear of death is overshadowed by the fear of obsolescence, mirroring a culture obsessed with novelty and constant product turnover.
Advertising Influence	The pervasive impact of advertising and marketing on shaping desires, preferences, and consumption patterns, often creating artificial needs for products.	In Aldous Huxley’s Brave New World, the use of propaganda and conditioning serves as a tool to manipulate and control individuals, illustrating the power of advertising in influencing consumer behavior.
Environmental Impact	The ecological consequences of excessive consumption, including resource depletion, pollution, and waste, highlighting the environmental toll of consumerist lifestyles.	Barbara Kingsolver’s Flight Behavior explores the impact of climate change on a rural community, addressing the interconnectedness of consumer choices and environmental consequences.

By formatting the novel titles in bold and italics, the table now emphasizes the literary examples within the context of each characteristic related to consumerism.

Consumerism: Relevance in Literary Theories

• Marxist Literary Theory:
  • Examines how literature reflects and critiques societal class structures and economic systems, making consumerism a lens to explore issues of exploitation, alienation, and the commodification of culture.
• Feminist Literary Theory:
  • Investigates how gender roles and identities are constructed and reinforced, with consumerism often intersecting to highlight issues such as the objectification of women through advertising and the unequal distribution of resources.
• Postcolonial Literary Theory:
  • Explores the impact of colonialism and imperialism on literature and culture, revealing how consumerism can be a tool of cultural imperialism, influencing narratives of identity and perpetuating unequal power dynamics.
• Ecocriticism:
  • Focuses on the relationship between literature and the environment, using consumerism as a theme to analyze how human exploitation of resources and nature is portrayed in literature and how it reflects ecological concerns.
• Psychoanalytic Literary Theory:
  • Investigates the psychological dimensions of characters and narratives, with consumerism serving as a symbol for desire, pleasure, and the unconscious. Examines how characters’ relationships with goods reflect deeper psychological drives.
• Cultural Studies:
  • Analyzes the role of culture in shaping society and vice versa, using consumerism as a central theme to explore how cultural values, norms, and identities are constructed, negotiated, and contested in literature.
• Postmodern Literary Theory:
  • Explores literature’s engagement with fragmented realities, the collapse of grand narratives, and hyperreality. Consumerism is often a central motif, reflecting a postmodern condition characterized by a saturation of images and the blurring of reality and simulation.

These literary theories use consumerism as a critical lens to analyze and interpret various aspects of literature, providing insights into societal structures, power dynamics, and the complex relationships between individuals and the culture of consumption.

Consumerism: Application in Critiques

Literary Work	Key Themes	Consumerism Critique
The Great Gatsby by F. Scott Fitzgerald	Materialism, the American Dream, decadence	The novel critiques the excessive consumerism of the Roaring Twenties, portraying characters like Jay Gatsby, whose wealth is driven by the desire to attain status and win back a lost love, exposing the emptiness of material pursuits.
Brave New World by Aldous Huxley	Technological control, commodification of experiences	Huxley’s dystopian vision critiques a society where consumerism and technology control human experiences. The commodification of emotions and the conditioning of individuals reflect the dehumanizing consequences of a consumerist-driven culture.
White Noise by Don DeLillo	Fear of death, media saturation, consumer culture	DeLillo critiques consumerism through the lens of a family consumed by media and consumer culture. The fear of death is overshadowed by the fear of obsolescence, highlighting the impact of consumerism on individual and societal anxieties.
Fight Club by Chuck Palahniuk	Alienation, anti-consumerism, identity crisis	Palahniuk’s novel serves as a critique of consumer culture, portraying the protagonist’s rejection of societal norms and his creation of an underground fight club as a response to the emptiness and conformity associated with consumerism.

Consumerism: Relevant Terms

Theoretical Term	Definition
Conspicuous Consumption	Public display of wealth through extravagant spending, showcasing social status.
Cultural Hegemony	Dominance of specific cultural beliefs, shaping societal norms and power structures.
Commodity Fetishism	Attribution of magical qualities to commodities, obscuring labor and production processes.
Veblenian Social Critique	Critical examination of social issues through Thorstein Veblen’s theories on consumption.
Semiotics of Consumption	Study of signs and symbols in consumer culture, analyzing their role in constructing identities.
Consumer Society	Society where acquisition and consumption play a central role in shaping identities and values.
Simulacrum	Representation or copy lacking an original referent, describing hyperreality in consumer culture.
Brand Capitalism	Form of capitalism where brand value is crucial, influencing consumer choices and market competition.
Ethical Consumerism	Movement emphasizing ethical considerations in purchasing decisions, aligning consumption with values.
Postmodern Consumer Identity	Fluid and fragmented identity construction in postmodern consumer culture.

Consumerism: Suggested Readings

1. Baudrillard, Jean. The Consumer Society: Myths and Structures. University of California Press, 1998.
2. Debord, Guy. The Society of the Spectacle. Zone Books, 1994.
3. Fromm, Erich. To Have or to Be? Continuum, 2005.
4. Huxley, Aldous. Brave New World. Harper Perennial Modern Classics, 2006.
5. Klein, Naomi. No Logo: Taking Aim at the Brand Bullies. Picador, 2009.
6. Marcuse, Herbert. One-Dimensional Man. Beacon Press, 1991.
7. Veblen, Thorstein. The Theory of the Leisure Class. Dover Publications, 1994.