The New Politics of Consumption: Why Americans Want So Much More Than They Need

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The New Politics of Consumption: Why Americans Want So Much More Than They Need is a scholarly chapter by Juliet Schor from her 1999 book The Overspent American: Why We Want What We Don't Need that critiques the American consumer culture. Shor expresses concern that the American need for consuming is actually a considerable disease in which Americans have manipulated themselves into a dumbed-down culture that yields few true human satisfaction.

The New Consumption

America is a capitalist nation which in turn means we spend a lot of money. Americans spend a lot of money on food, services, and physical items such as jewelry, clothes, technology, etc. Since the 1950’s and 1960’s, Americans have adopted a way of life cultivated by wanting to keep up with others known as “keeping up with the Joneses”. During that time, and much of what we still do today is that the individual is constantly comparing to others what they do or do not have and brainstorming how to “catch up”. We can still see this occur in current times with consumers eager to buy the new iPhone, a new car, or buying a big house.

But all of this consuming is starting to take a toll on the quality of life for Americans. One finding in the article pointed out that the upper and middle class families find themselves feeling a societal pressure keep up, not just for them, but for the lives in which their children have become accustomed to. Many people in upper-class families have nice homes in nice communities, high-status cars, along with gifting their children with the newest technology, having extra lessons (music, foreign language, etc). Many families in this type of situation find themselves in high-expenses, low-savings which is counterintuitive. On the flip side of high status, another finding is that these problems are magnified for those in low-income households. Yet, consuming is inevitable for survival. Many of these kinds of families have the stress of surviving and just putting food on the table while maintaining a job. They find themselves in medium-expenses, low-savings with many families living paycheck-to-paycheck.

In one of Schor’s suggestions on how to remedy our consumerist disease, she urges Americans to see Quality of Life rather than Quantity of Stuff as the ideal way to live the best life. Instead of using materialism and goods as an indicator of social status and achieving the American Dream, the fulfillment of a well meaningful should be devoting time to family, religion, community, social commitment, equity and equality for all, and finding personal meaning to actually find true human satisfaction.

Methodology

The first methodology used in the chapter is Production and Political Economy.  There are two factors that need to be assessed when looking at the methodology; the first being production and the second being political economy.  Production often determined what artifacts will be produced and what structural limits can, or cannot, be shown and what sort of audience effects the text may generate.  The second factor we have to look at is political economy. Political economy helps determine the limits and ranges of political and ideological discourses and effects. This method studies formulas and conventions of production which are shaped by economic and cultural considerations.

The second methodology that is used in the chapter is Textual Analysis.  Textual analysis is anything that can be read and constructs a meaning.  This is a semiotic analysis, which is a study of signs and symbols as elements of communicative behavior.  It also studies the systems of communication, as language, gestures, or clothing. The chapter deals more so with the political side of the methodology.  The chapter talks a lot about the social comparison of the American culture and that the new politics of consumption deals with daily life and developments of consumption which coincides with the production section of the methodology.

Consumerism, as described by Shor, is heavily shaped by American political and cultural norms, expectation, agenda, and meaning. Capitalism is biased through a politics of an American hegemonic ideal, one that white, masculine, and of class that favors fortune. Most materials and products made for consumption is created by hegemony and conformity in order to appeal to the mass majority. And as everything is produced to cater toward the consumer, the consumption is justified to be believed as the American way of life. What people consume is away to signify their status of liberty. Everything from what some wears in fashion to the media they consume is a semiotic definer to express individualism and to express opinions. Consumption not only of want to survive, but by way to also communicate self. Essentially everything that is written can be taken as its meaning.

Critique

There are many strengths and weaknesses with this article. However, the articles strength’s outway the weaknesses. One of the biggest strengths is how the article draws a connection between consumers and their thought process when making transactions. The article also discusses, surprisingly, how Americans value their quality of life, as opposed to materialistic items. Some people are conflicted with balancing different values that they do everyday, such as community, social commitment, religion, and personal meeting. The article also takes into account that Americans now value how the items they purchased are actually produced. One weakness is that Americans find themselves with high expenses and are able to save less of their income. Shor herself offers alternatives to American consumption. In her conclusion, she offers seven alternative discourses to help Americans see the politics, cultural environments, and eco-critcal theories to combat hegemonic conformity. Rather than submit to consumerism that is controlled by the producer, Shor encourages Americans to act in consumer movements that empower and individualize the consumer.

See also

• Consumerism
• Social Class in the United States
• Quality fo Life
• Political economy
• Textual Analysis
• American Dream
• Cultural Studies
• Prosumer
• Conformity

Source

Schor, J. B. (1999). The overspent American: Why we want what we dont need. New York, NY: HarperPerennial.

The New Politics of Consumption: Why Americans Want So Much More Than They Need

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