Entry 5: Possible First Paragraphs for Paper 1

Recently, I watched a movie titled “Confessions of a Shopaholic”, highlighting the life of Rebecca Bloomwood, a clothes-crazy college graduate who accumulates a massive amount of debt due to her shopping addiction. Sadly, this movie is a mere reflection of our society, a culture built upon consumerism, driven by our wants and desires. Today, we are inundated with advertisements marketing the most up to date gadgets and the latest fashions. Our mailboxes, televisions, and radio stations are saturated with credit card applications with promises of low interest rates and a multitude of exciting benefits. American history was founded upon consumerism, and unfortunately we incessantly swipe away our values and principles in pursuit of more consumer goods. The deteriorating cultural ideals of traditional Western society have led us to question what ultimately defines us as human beings. Are we judged by our material belongings or do we defined ourselves by the unique inner qualities that we possess?
In the early 80s, a bumper sticker was manufactured with the popularized slogan, “He who dies with the most toys, wins.” We live in a capitalistic society, and in order to fuel such an economy, consumers are needed. Through the use of advertisements, we have become captivated by the vast amounts of material goods available, and believe that our sense of worth is determined by the amassing of these possessions, rather than our personality and who we truly are. We are judged, and therefore we measure our self-worth by material goods and what we can afford. We like to show off our wealth to others and define who we are based on our external image and our material possessions. In turn, this has created a false need, a desire, to “keep with the Joneses” as a gauge for our own pride and self-assurance. To fail at keeping up with those around us, means cultural and economic inferiority.

Our society has been transformed into a consumer society driven by their desires, instead of their needs. However, in such a society the difference between a need and a desire can be somewhat skewed by the intentionally constant aggressive, visual stimuli known as advertising. Advertising targets the weak, empty self that is our society with societal pressure. Life-style is being sold to this consumer society and the consumer society is buying it. “In this way life-style is used as a pseudoculture- a pseudoculture that promises, instant, illusory cure, a ‘transformation”. Our society is solely focused on the latest and greatest and belonging to that community that has it. What is the newest cell phone model everyone is getting, what new diet fad can I try, which clothes are in style? This way of thinking plagues our consumer society and the individual identity.
“Branding” could be seen to control a consumer’s identity, in the way that branding an animal shows ownership. According to Larsh, “the changing meaning of ‘identity’ illuminates the connection between changing perceptions of the self and changing perceptions of the outside world” (Reader 35). In other words, the identity of those in our consumer society changes with their consumption. Branding creates somewhat of an identity and “pseudoculture” for the consumers to belong to. Those who drink Coca-Cola products probably feel some sort of inexplainable bond with fellow Coca-Cola drinkers, while looking down upon those Pepsi fans. These behavioral characteristics have arisen as consumerism has grasped its hold on our impressionable society.

The purpose of this paper is to respond and expand on the article entitled, “Why the Self is Empty: Toward a Historically Situated Psychology,” by Philip Cushman. In his article, Cushman argued that the “self is constructed as empty;” it is a product of the social sciences working closely with major corporations and the advertisements they produce. (Cushman, 600) Furthermore, Cushman defined the self as, “the shared understandings within a culture of what it is to be human… [it] embodies what the culture believes is humankind’s place in the cosmos: it limits, talents, expectations, and prohibitions.” (Cushman, 599) For this paper, I am adopting Cushman’s definition of the self. In this paper, I will discuss why the self is inherently empty and the difference between pleasure and satisfaction, with the overall goal of arguing against Cushman’s manufactured empty self.
The self is inherently empty. Humans are born with basic animalistic tendencies, naturalistic reflexes, and several social psychological mechanisms that help us learn from others and understand the world around us. These characteristics are purely genetic, not learned, and therefore not part of the self. Humans go through life learning from others and experiencing the world around them, such that they are constantly developing, transforming, and ultimately redefining the self. I was not born Justin Hannah, “I was just born a human being and then I learned this whole business of who I am, and whether I'm good or bad, [attractive or unattractive] or achieving or not, all that's learned along the way.” (Ram Dass) It is from this perspective that one can readily see that the self is really a blank slate upon which one’s peers and experiences inscribe their impacts.
Throughout the majority of humankind’s history, humans have defined their self’s through their skills, their personal characteristics (i.e. patient, shy, friendly, helpful), their religion, their job, their community, and to a small extent, what they possess. (Cushman, 600) This way of defining the self can be seen as drawing primarily from satisfaction, thus creating what I call the satisfaction-oriented self. Satisfaction in its purest form is unique, complex, and not easily attained. Satisfaction tends to come from life experiences, close relationships, and the achievement important life goals. Thus, satisfaction is much harder to achieve than pleasure because it actually requires people to be proactive, engage life, and often times, and be patient (Patience is often an important part of achieving satisfaction, and will be discussed later on). It is important to keep in mind that throughout the majority of humankind’s history, most people lived in sparsely populated rural areas, their technology was limited, and they retained a satisfaction-oriented self.

The world in which we live today is that of the consumerist kind. With natural resources being commodified and sold without the bat of an eye, society as we know it has taken what ought to be resources that are widely available to all at virtually no cost and turned them into profitable markets where money is meant and expected to be made. The post-World War II America finds itself among a community of consumers that genuinely feel the need to own the latest electronics, clothing, cars, and household items, but are these items truly essential to our survival and do they truly enhance the quality of our lives? While the majority of the goods that we purchase today are meant to increase the quality of our lives, they in fact, do the opposite, distracting us from the world beyond our computer and cell phone screens.

Not more than fifteen years ago, the majority of the electronics that we refer to as essentials today had yet to be invented. Despite this, society did not come to a grinding halt. Rather than using cell phones and emails to get in touch with others, we used landline or pay phones and letters. Instead of relying on our GPS systems to prevent us from getting lost, we took the time to look at a map and make sure we knew where we were going. Perhaps, then what we consider to be necessities today are not really necessities at all, but rather conveniences that we inappropriately deem as essential.

"A society of consumers defines choice not as the freedom to choose one course of action but as the freedom to choose everything at once" (p. 39)

Consumers of this day and age have the capacity to purchase objects at the blink of an eye. For instance, consider the obsession with online shopping. Rather than going to the store consumers can click on an item and have it delivered to their homes within 1-2 business days, sometimes even quicker pending the items being purchased. This accessibility was unthinkable during the height of Ford's career. Because of this transformation consumers have the ability to have what they want when they want it. The limit of choices thus is no limit. Inevitably, being able to choose "everything at once" as Larsh states, causes a shift in how society sees its purchasing power. For example, why would you limit yourself to purchasing one outfit when you could fill your entire closet with as many clothing items as you please. The question then, in my opinion, is not about choice but rather it is about when people will feel satisfied with all the "stuff" that they purchase. How many pairs of shoes will it take to make a woman happy? How many video games will it take to satisfy children? Although many are not willing to admit it, the amount of stuff that is purchased is usually unnecessary. More interestingly, we still continue to buy things even though we know we have enough. What this says about society is debatable but in my opinion, it is clearly linked to advertisements and the value of our American culture.

The United States distinguishes itself from the rest of the world as the largest private consumption spender per capita. This nation’s fixation on material is energized by a culture centered on consumerism: equating joy and satisfaction with tangible things. This culture of the masses, consciously or not, has been embraced by the American public and in turn becomes a means of significant economic, social, and political influence. Bernard Madoff’s orchestration of his Ponzi scheme is an example of the strong grip that consumerism has on our society and its ability to fuel “persistent discontent” (p. 38).

Consumerism is a culture that generates narcissism. Bernard Madoff’s concern for his material wealth and public stature fueled his excessive drive for more. Like so many other Americans, Madoff’s excessive greed was fueled by a mass culture that preached competition and eroded integrity. Ultimately, consumerism would cost individuals invested with Madoff an estimated 18 billion dollars. Sadly, as the history of Madoff’s Wall Street career was revealed in court, it only further reminded the public of consumerism’s widespread influence and corrupt motives.

As mentioned in more than one article, there has been a shift of importance in our culture. In the Victorian Age, immense significance was placed on an individual’s character. This meant that in order to be an acceptable and helpful part of society, one must have good morals and ethics. In short, one must be a decent person who acted by the proper code. However, beginning in the 1920’s, a shift began to take place. Individuals, especially young people, began to push the limits of society, and in doing so changed ideas of acceptable behavior at the time.
This ideal has changed considerably since then. Now, emphasis is placed on our personality, and it is by this that we are judged. We are judged by our power to sell ourselves, and if we are deemed boring or uninteresting then we are not useful to our culture. We are in a constant state of buying and selling, and if we are unable to do that then we are not contributing. In order to be well-liked, one must have the traits of a good salesman. However, one does not absolutely need upstanding morals to succeed; in fact, many seem to get farther with questionable values.

American culture has undergone rapid change over the last century. The industry left over from the world wars had to be converted to peacetime uses, and a market needed to be created to sell this new influx of goods to. People for the first time were given credit, and told that luxury goods were finally available for everyone. People bought houses, cars, and paid for their children’s education with their newly found wealth. This new culture of spending and consumption has completely taken hold of American society, and has changed many aspects of how we operate our lives.

The new culture in America is one of commodities; we look at everything in our life as an object. All of the things that we grow up wanting to accomplish are looked at as commodities now. We are told to invest in a college education, to find the best girlfriend we can, and to buy a car, and all of these things are “subject to immediate cancellation” (Larsh 1984). Even our values and identities can be bought and sold now; by changing personal accessories or wardrobe we can fit in with different groups of people or even lead double lives.

The turn of the twentieth century is synonymous with the failure of the American people’s physical and mental wellbeing. Advances in technology, rise of consumerism, and study in psychoanalysis are the three main suspects to this unfortunate phenomenon. The internet and electronic devices have given the American people more variety in their choice of leisure activities. In the case of the twentieth and twenty-first centuries, more did not mean better, as people found means to keep themselves busy indoors. Biologist E.O. Wilson’s idea of the “biophilia” hints to the reasoning behind the rapid growth of the online gaming industry and the addictive nature of said games. The move from rural to industrial way of life meant less and less Americans were aware of how the food on their dinner plate got there. Brand name products helped to assimilate people in lower economic and social class to the American society, but aided the birth of capitalism. Better numbers on financial statements took priority over the health of the general public. Finally, better understanding of psychoanalysis and its use in advertisement assisted corporations in reaping profits by convincing the American people to make unhealthy choices. Leisure activities and money should not be prioritized over well-being.

The words leisure time no longer carry the same meaning it did ten, twenty years ago to the young American. Children still run out and play during recess, and playgrounds are still busy when it is bright outside, but the idea of being stuck at home no longer carries a negative connotation. With the rise of the internet, people are finding ways to communicate and interact with one another through a virtual medium. Furthermore, with news, visual, and audio content being transmitted through the internet, it has become very easy to keep oneself busy and occupied indoors. The idea of sending confidential information, such as credit card numbers and social security numbers, through an online medium was rare and approached with caution in the nineties, but is now commonplace. It is harder to name a good unavailable for purchase and delivery to one’s door that a good that is. The idea of leaving one’s home and interacting with society on a daily basis is becoming less and less of a given in the modern lifestyle.

It is hard to imagine what life would be like living in a society not run by consumerism. How would we know what to wear, what shoes to buy and what foods to eat? We have become a society that thrives on the new, the innovative and the fresh. We want to have the latest cars, clothes, televisions, watches, cameras, computers…the list is never ending. But, how do all of these material objects form us into who we really are? Sadly, it seems that the consumer society “infuses individuals, fundamentally shaping and forming them and how they conceive of themselves and the world, how they see other, how they engage in structures of mutual obligation, and how they make choices in the everyday world" (Cushman 19). Our society believes that items which we chose to purchase, attribute to the make up of who we are, our self.
Commercials “demand that ads focus on consumers’ needs and feelings”(Cross 10). For example, the Axe commercial shows an average man walking down the street attempting to get the attention of a young women, yet she gives him a dirty look and goes back to ignoring him. The next day, after using Axe shampoo the same man is swarmed by more women than he can handle, all because he finally has “girl approved hair”. This commercial plays on the feeling and insecurities of men and makes the Axe product desirable because of its supposed after effect.

Our society which was onced based on ideals of patriotism, liberty and strict morales has now taken a one hundred and eighty degree turn around. Our country is now based on consumption without regards to morales. A perfect example of this is the rising popularity of Mixed Martial Arts, most noteably the Ultimate Fighting Championship (UFC). The idea of the UFC is a no holds barred melee in a steel cage. It is on the brink of becoming a major sport in our country. The fights are mainly on pay per view, so it is by no accident that someone watches on of the fights. My argument is that our society has lost its morales and now pays hundreds of millions of dollars each year to watch two men shred eachother to peices.

As Christopher Larsh says, "The question arises whether the faltering of the American economy and the failure of American foreign policy do not reflect a deeper failure of morale, a cultural crisis associated in some way withe the collapse of "traditional values"" (Larsh 23). One of our main values traditionally is teaching our children what is right and what is wrong, and in doing so teaching them not to fight. Instead of that we are now buying them action figures of their favorite UFC stars. By allowing them to watch and consume this aggression filled sport we are basically telling them that it is alright to fight and use ones aggression. Buy pumping money into this industry we are basically throwing our morales and our traditional values out the door.

A well-paying job. A beautiful wife. Vibrant children. A spacious house with a white picket fence. This was once the American Dream, the image of the United States. America was once a place where any man could, with hard work, rise to a state of comfortable living. It was once a place where a loving family and a roof over their head was enough to put a smile on a man's face. Today, one would be hard-pressed to believe that was once reality. Gone is the simple desire for a home, replaced with a lust for consumption. No longer is a family enough, requiring supplements--or replacements even--of the latest products on the market.

With the deterioration of the American Dream followed the gradual fading of traditional American values. The nuclear family ideal found itself on the backburner as society found itself prioritizing other values instead. It is no coincidence that the destruction of old American traditions began when the consumer market saw itself under renovation. Advertising campaigns completely changed with advances in psychoanalytical studies; corporations and producers realized they could influence the masses in ways they never could have before.

The world we live in today is definitely very different from the one our parents and grandparents live in. WIth technological advances and new discoveries, it's difficult for people to experience the world as it is, that is to say, without their gadgets. People are slowly evolving into robots that feed off of technology and consumerism.

Consumerism is a not a new concept, however if you ask a person today to define consumerism and a person from the 1700s, there would be two very different answers. Consumerism back then, was buying what you needed whereas consumerism today, is pure buying for any and every reason. It is no surprise people find it difficult to save money.

The media and the world we are exposed to today molds our minds and teaches us what to think. It seems as though people in America, and many other countries as well, have to be constantly fed information that we thought was innate in the human complex, for example, if this or that is dangerous and if you really need a certain item.

Over the past few decades there has been a technological boom, giving birth to different types of devices meant to make our lives more convenient. Although it is common to believe that these technological advancements are detrimental to human sociability, in many aspects these devices bring people closer together. For example, the ability to reach out to someone across the country by simply sending a text message was unheard of just ten years ago, but now it happens instantaneously and helps keep relationships strong that may otherwise have dwindled by lack of communication. Whether or not these many technological advancements isolate people is very debatable, but it all comes down to the user.
Everything on the market must be used responsibly and only to a certain extent before it becomes a negative effect in public life. It is possible for video games to somehow “take over” of a person’s life and isolate that person from his friends and family, but that is not at the fault of the video game. The user chose to make the video game, internet, or TIVO his or her best friend by spending too much time with it. There are many other products on the market capable of isolating the public that have been around for decades and we must use the same precaution with technologic entertainment. The benefits of the technological boom are overwhelming if the device is used correctly and not abused. For example, the use of a laptop with a camera can help a long distance relationship or make parents feel safe knowing that they can communicate and see their child virtually from another country. The many advantages that come along with technology can only be beneficial if the users avoid abusing the easy access to entertainment that technology has created.

Lots of revision to do, but it's starting to come together:

The year 1969 saw millions of Americans huddle around their televisions, entranced with thoughts of the beyond. In 1989, we all watched in horror as the Exxon Valdez catastrophe reminded us how fragile our planet truly was. Twenty years later, in 2009, the same captivated Americans curl up in their newly-purchased Snuggies and kneel before their 50-inch plasma screens and wait for it to reveal which acne removal product Jessica Simpson recommends… while a war is occurring. Indeed, this truly is the era of heedless consumerism; however, mindless vapidity does not drive our desire to consume (though it is at the heart of Miss Simpson’s celebrité). I contest that our collective need for constant satiation, recently acknowledged by modern advances in psychology, lies at the heart of society’s compulsion to consume. This is not just the era of the consumer; our modern epoch is that of The Self.
[Paragraph detailing the onset of modern psychology. Psychoanalysis, Freud, Jung, etc. Focus on how “the self” became important, acknowledged. Mention Bernays; segue into preying on unconscious fears and insecurities. “Myth of Mobility” quote, Setting the Course reading]
As a result, massive advertising campaigns touting convenience and peace of mind inundated American culture. Advertisers dictated how Americans should dress, eat, and even smell; they disparage the average as unacceptable and condition the viewer to “become the model” by “surrounding themselves with the accoutrements of the model, [and] by ingesting the proper liquid while wearing the proper clothing [and] exhibiting the proper shape.” Most notoriously, Axe Body Spray commercials shun an ostensibly normal-looking teenage actor until a squad of supermodels gives him the Axe-Brand Girl-Approved Hair ™. Meanwhile, Red Zone deodorant commercials pedagogically instruct us how to “smell like a man” and Dentyne commercials make absolutely sure that we know that the key to true love is “icy fresh breath that lasts.” For those who do not already look like supermodels, “maybe it’s Maybelline.” Just maybe.
The extension of the “self” to consumer goods does not end with satiation of the unconscious desire to be desirable oneself; our need to “connect” with our contemporaries drives the vastly-expanding market of social networking. Increased recognition of the self catalyzes the oddly-popular phenomenon of Twitter, wherein the user “tweets” about needlessly trivial instances of banal minutiae pertaining only to he who has twoten (pardon the equally-irritating neologism). The self is at the center of this fad; we of the internet generation feel that our opinions are of paramount importance, but rarely do we read others’ 160-character vowel-less declarations of the insignificant. Indeed, our society is connected; we share vast amounts of information… but rarely do we ever say anything to each other. Like in The Matrix, we are unequivocally fettered to technology and lacking in lucidity. At least our Magic Bullets can make a smoothie in thirty seconds.

The consumption of products has become an accepted function of American mass society, however, the psychology of marketing has extended its influence beyond strictly merchandise. Companies and advertisers have long recognized the profitable exercise of stimulating the buyers psychological needs and desires. Not only are tangible goods like cars, clothing and electronics sold as commodities, but also abstract things such as emotions, time, and even self image seem to be wrapped up in attractive pre-packaging.

Feelings are for sale, according to advertisers. Whether one wants happiness, to feel attractive, or to have fun, it is likely to be found in a box or in an experience. The concept of time has also become an important product, as the extensive market for pre-planned vacations and retreats demonstrates. Even one’s self has become a commodity (Larsh, 30). Every day people market him or herself to the surrounding world through external appearance. Communication occurs without a word being spoken, and in essence, individuals can “sell” themselves by presenting an appealing demeanor. By applying a consumer mentality to these intangible yet important ideas, the legitimacy of consumption seems to find redemption by reaching even the less superficial areas of our lives.

"The Consumer Society is what you Make of It"

The concept that, consumers are “soothed and made cohesive by becoming ‘filled up’ with food [and] consumer products” is a commonly held belief by marketers and big-brand companies. While this concept may be true for many people, it isn’t universally true for all. The bottom line is many consumers aren’t physiologically manipulated into buying products that are advertised as “cool” or “hip.” There is a large part of the United States population that is either A) too financially restricted (essentially poor) to make purchases based on social needs or are B) conscious of marketing tools that are used to manipulate consumers into thinking that they need products they don’t need. I have been on both sides of this fence, and I can apply/see how consumers can be led to think that they need things they don’t. I can testify that individual consumers have the ability to control/balance their own physiological needs with their purchasing decisions.

I used to have a problem with making irrational purchases. As many ad companies would like, I bought things because I thought they would make me happy. My biggest problem was buying electronic/computer related items from amazon.com. In the calendar year 2008, I purchased several thousand dollars worth of goods from amazon alone. A combination of a significant change in my own personal priorities in my life, combined with a tool I used to track my expenses allowed me to curb my online shopping binge and convince myself that purchasing material goods could never make me happy in a meaningful way.

The years following World War II mark a significant time period in American society. With our country’s industries booming due to increased production during the war, it was necessary to devise a new demand for these ever increasing products. This demand resulted from the creation of advertising products for desire opposed to purely need and the evolution of buying on credit. Our country began to develop into one based on consumerism, fueled by corporations that know how to make a product appear appealing while seeming necessary for daily life.

“The mobilization of consumer demand, together with the recruitment of a labor force, required a far reaching series of cultural changes. People had to be discouraged from providing for their own wants and resocialized as consumers ( Harsh 29). With this creation of a society based on the concept that frivolous items can reflect status, America has evolved into a country based on materialism and consequently other values and morals have begun to fade. As Philip Cushman highlights in his article “Why the Self is Empty”, we have become a society that needs these products, ones that were once considered luxuries. This consumerist mindset combined with the rapid development of technology in today’s society has brought about such an extremely competitive, materialistic environment that new issues have risen; the lack of establishment of concrete morals and family values in our country is beginning to effect every aspect of our lives, including America’s actions in world affairs. As Christopher Harsh points out in his article “Introduction: Consumption, Narcissism, and Mass Culture”, America’s status as a world power has begun to drop, one that may reflect the changing morals and goals of our country as a whole.

Since the 1920s, our society has been marked by consumerism and materialism. Our old ideals and values of independence, family life, and self changed to match the industrialization of society. Our purpose in life came into question because citizens lost the previous control they had over their work and stopped turning to religion as often. As people lost their sense of self and tradition, we started to fill our emptiness with products.

Advertising agencies astutely picked up on this and began marketing to us, trying to fill our sense of loss with new gadgets. They understood our new sense of alienation from a society that started to care more about image than traditional values. Advertisements showed the "ideal," or the most sought-after new things which could fulfill our lives where self-sufficiency used to. And eventually, people started to judge each other and define themselves based on their material possessions, which only fed the cycle of consumerism.

In mainstream culture, many people view consumerism as a way of shaping one’s social identity. Consumerism in some ways serves as barrier between the haves and have nots. Because property and goods are linked to status people feel they might be more accepted if they look a certain way. The linking of status to good has lead to impulse buying and ultimately massive amounts of debt.Today many people look to goods to provide a sense of self-worth and accomplishment which “ discourages initiative and self reliance” (Harsh, 27) Also our social system leaves the less fortunate to fend for themselves. For instance in our “modern” society healthcare is still viewed as more of a commodity than a necessity. For instance, health insurance or the amount of money in one’s bank account can often determine the quality of treatment one receives. However some might argue that the benefits of consumerism, such as technological advances and a more convenient lifestyle, outweigh the consequences.
Technology comes with many benefits such as constant connectedness and more accessibility to information. However with these benefits also comes with consequences such as dependency, laziness , and invasion of personal time .Additionally, in the case of the internet , those who are not fortunate enough to have internet access are at a great disadvantage. Technological advancements have revolutionized our society in both positive and negative ways. For instance, in case of children, socializing has become much different than in previous years. While children used to socialize by gathering together, playing sports, or going for a walk however many children today spend most of their time indoors. This is in part due to higher crimes rates and less places for children to feel safe. As a result, many more children deal with issues such as cyber bullying, sexual predators, and online harassment. Constant connectedness is both a beneficial and dangerous side effect. For some children, they may not feel safe in their own home because they worry about bullies invading their comfort zone through the computer or means of communication.

Consumer society in the post-World War II era is an aggregate of prisoners, captivated by the illusory advertisements of self-seeking corporations. Individuals are constantly bombarded by well-crafted ads that promise a certain life-style or an imitation of the marketed model. Businesses not only tempt our irrational desires but also manipulate us into believing that we need their goods in order to sustain happy lives. Philip Cushman, in his article Why the Self Is Empty, asserts that, “Life-style has become a product that sells itself, and the individual has become a consumer who seeks, desperately, to buy” (Cushman 24). It is interesting to note that Cushman considers consumers desperate to acquire these goods. Goods are no longer considered convenient, rather, they are considered necessary.

We are desperate to obtain the newest gadgets and this desperation, in turn, fuels the market’s production of these goods. Consumerism is a perpetual cycle of mass production and mass consumption. Businesses are aware of this cycle and use our desperation and vulnerability to their advantage. Consumers understand only the advantages and appeal of a product; they do not recognize the disadvantages that create social and human disconnections. We not only consume these goods but we are consumed by these products. These goods rob us of our capabilities as rational decision-makers and independent thinkers.

In our society today, it is almost impossible to deny our obsession with consumerism. With the increasing availability of credit, even those of us without much money of our own can afford to spend like those with significant wealth. With this newfound “wealth,” many consumers rely on the media, specifically advertisements, to decide which products and brand names are worth purchasing. In a society consumed with owning only the latest and most enviable of products, advertisers have gained an incredible sense of control over consumers. Our culture has become dependent not only on material objects, but on the advertisers who promote these objects, as well.

There are several strategies advertisers have come to rely on in order to persuade their customers. One technique involves glorifying a specific lifestyle, a lifestyle that can supposedly be achieved after purchasing their product. According to Cushman, this strategy is called the “lifestyle solution,” in which customers seek to “become” the model seen in the ad. This strategy feeds on consumers’ insecurities, and advertisers use those insecurities to their advantage. By using attractive models, and images of happy, sometimes almost unattainable situations and environments, advertisers hope that the consumer will compare his seemingly normal, boring life, to the glorified lifestyle depicted in the advertisement (Cushman 1990). While this strategy may seem relatively harmless, by criticizing consumers’ everyday lives, their desire to keep purchasing these unnecessary products will continue to grow, while their self-esteem and self-worth will unfortunately continue to decline.

Humans' unique ability to adapt to, and change the world around them in such profound way is not only shaping our environment but our humanity. Technological advances have completely altered human interaction and lifestyle, and the unbelievable speed in which we've adopted and accepted these changes is an unsettling proposition. Years of successful advertising techniques have succeeded in blending need, want and extravagant into an emotional sense of self-value; feeding into, perhaps creating, a culture of self-promotion through material status. The uncertainty of where we are as a society, and where we are going, naturally leads to a sort of idolization or nostalgia for a “simpler” time. But, a the same time, people seem to downplay the enormous improvements and opportunities created by these technologies.

In a society that so blatantly, so unapologetically flaunts position from possessions, the mounting pressure on citizens to define themselves with their purchases seems to have swung far away from the sustainable luxury of the early 20th century. As with most bubbles, I fully expect consumer culture to self-correct into some sort of equilibrium of affordable living, but whether that change amounts to a society wide introspective of material priority, I tend to think that consumerism is so deeply entrenched within the framework of this country, due heavily to the systematic nature of advertising propaganda, that only environmental limitations can eliminate the excessive desires.

However for the purposes of this paper, in the pursuit of a more philosophical interpretation, we will step aside from the ever-pressing environmental concerns, admittedly a grave oversight, and suppose technological advances enable humankind to continue in such excess indefinitely. The question then being what, if any, psychological and sociological impacts emerge? Further, and possibly indeterminable, are these changes necessarily detrimental? Is isolation an inevitable function of the consumer driven society; the convoluted melding of morality and material priority irrevocably breaking down the essential human identity? This paper will not try to definitively answer these questions, for the arrogance inherent in any attempt to claim authority on matters concerning the human experience is far too daunting. Rather it will be thus intended: to blend the perspectives of several informed minds into a coherent suggestion of both where we are as a society, and where we are headed. The ultimate, albeit overly ambitious, goal being an introspective evaluation of what it is to lead an enriching life, and whether such a life can exist in the modern world.

Communication has evolved from personal, meaningful and direct to that of nearly non-existent. Technology has become our means of communication and whom, or rather what we communicate with. The mere essence of human beings is the manner in which we communicate and interact with each other, with consumerism taking over and taking that away from humans, we are left with crucial problems and eventually nothing. We may be faced with mental and physical strain since we no longer "vent" to relieve stress or engage in conversation for leisure.

Moreover, "technology (...) comes to serve as an effective instrument of social control" (Larsh 33). For example, it has already altered how we communicate and what we say. We are already aware of the 'unwritten rule' of when to text message someone, as opposed to calling them. Or, when we text, we 'edit' or are able to revise what we say, it is not as natural or spontaneous as a conversation on the phone may be; so then, people may not be as genuine and interactions have constraints.

Thousands of years ago, families and clans of the hunter-gatherers had minimal distinction between the roles of men and women. It was not until the animal-plowed form of agriculture that a growing gap between men and women was identified. Today, particularly in America, society produces children and later, grown men and women, who have quite different views of a man or a woman's place in the world around them, often determined by their culture's gender stereotypes. Youth in our society identify strongly with the products and services that they consume, and are therefore very easily influenced by the pressures of advertisements. Consumerism in America tends to “package” boyhood and girlhood by targeting the different masculine and feminine stereotypes.
The media hammers young boys and girls with cues about what “real” men and women should be like before they even develop an identity of their own. With blue rooms for boys and pink for girls infants begin to be shaped by societies gender roles in the simple nature of their bedroom. Before kids are even old enough to read, packaged boyhood and girlhood is shot at them with gender specific TV advertisements—sports and fighting toys for boys, and a “think-pink” market for girls. It is inevitable that the youth grows up as perfect marketing stunts for each generation of toy, doll or clothing item. Consumerism has and continues to widen this gender gap and there is no telling what will become of the already unequal society.

Americans live in a fantasy world, or at least attempt to live in the fantasy world we have created, the new American dream per say. The original inspiration is still alive; America still upholds the notion that everyone can prosper: “you can be anything you want to be.” However, in the current consumer-driven state, this idea is magnified to unattainable proportions. Christoper Lasch argues that, “consumers lives surrounded not so much by things as by fantasies. He lives in a world that has no objective or independent existence and seems to exist only to gratify or thwart his desires.” No longer is the human soul satisfied with a two-car garage, two kids, and a simple house with a white-picket fence. People want mansions with two Bentleys and a Range Rover, and forget the white picket fence; they want a state of the art security system that will even keep the neighborhood dogs off their lawn. It is absurd the reality we have created and how it has shaped our self-perception.
I do believe we live in a society where the majority of the population is unsatisfied most of the time. No one is guilt-free from our most materialistic desires. Cushman argues, “One of the disquieting results of this constructionist perspective is the realization that our current era had constructed a self that is, fundamentally, a disappointment to itself.... Now a new paradox has arisen: One of the wealthiest nations on earth is also one of the emptiest.” We have become an exceedingly superficial society in which people take pleasure in showcasing their wealth and/or status to others through exterior venues. People are judged by the car they drive and the jeans they wear rather than their moral character. Of course morality plays a role in how one acts, but Cushman makes the distinction between character and personality stating that, “Unlike character, which is centered on personal moral integrity, advice manuals of the time taught that personality was synonymous with becoming liked by others.” If one goes into Barnes and Noble I’m sure they will find hundreds of self-help books on how to impress people and become more socially confident (think Dale Carnegie’s "How to Win Friends and Influence People"). Unfortunately, these books are not making us fundamentally better people, they are simply giving us tips and hints on how to appear as though we are intelligent and charismatic. And although this might seem like a noble facade, it is neither genuine nor deserved.

"The social arrangements that support a system of mass production and mass consumption tend to discourage initiative and self-reliance and to promote dependence, passivity and a spectatorial state of mind both at work and at play."

The Industrial Revolution proves Harsh's quote about the lack of initiative in a mass production/consumption environment because when people are forced to work in assembly-line fashion, the option of creativity is not necessary. People left their rural farmlands to move to the big city and make a better life for themselves. However, when they finally got to the big city and were hired to work in sweatshops factories that specialized in creating daily, necessary products in mass amounts for the public, they no longer needed fresh and imaginative ideas to earn their weekly paycheck, which in turn, made their opinions and ideas, obsolete. In relation to Harsh's theory, these employees solely depended on their boss, and if their style of work was different enough to threaten the product being produced, they would instantly lose their job. Because the cities are consumerist societies they depend on the products to be sold in mass quantities, therefore the workers have no room or right to be creative in the work force.

I agree with Harsh's quote because consumerist societies follow a cycle of dependence. The passive employees depend on their factory owners for their jobs. The factory owners depend on the approval of the public to consume their products in mass amounts, and in turn, the public depends on the traditional, unartistic working styles of the common-day employees to create the ordinary products, they use every day.

Moving in with my new house mates forced me to come in contact with a whole new demographic on television. Since I'm living with five women, control over the remote is a one sided issue. However this new perspective allowed me to look on daytime television focused towards women, in a new light. The rise of a star such as Oprah relies heavily on a large group of extremely dedicated fans that traditionally, in American culture, dictate the consumer trends of the household. What is interesting to me is how Oprah has been able to expand her consumer empire and influence a large part of the American consumer population.
It is difficult in American society for the masses to regain the direction of its own consumer habits. Big corporations keep a steady flow of media and advertising in order to perpetuate the consumer cycle. However in Oprah's case, a daytime talk show host became the representative of an important voting block in the United States and worldwide. Her message of education, consumer tips, health management and cultural awareness reach a broad audience. This model positively influences consumer culture by making it more aware of itself. Oprah's show also has strong influences on consumer trends. If this rare example of a positive image on daytime television can be replicated, American consumer culture might be egged into taking, say, positive political action?

David Suzuki’s article, “The True Cost of Gadgets: Technology and the culture of consumerism” really touched on so many good points that I 100% agree with. Suzuki states many things that I know I am guilty of but do not really ponder too deeply about as much as I should. Our dependence on technological gadgets disgusts me. Our disconnect from nature is very disappointing. Our disregard for the environmental hazards we are creating because of all of this “stuff” is deplorable. Suzuki theorizes that our overindulgence in products is to fill a void. The need to massage or sooth emotional needs by buying stuff has been brainwashed into consumers by marketers.

Just the other week my boyfriend and I got into a fight. He took my cell phone, the computer router, and modem and hid them. He knew that was the way to hurt me and hit me the hardest. Sure enough I was devastated. I practically demolished my apartment searching for my gadgets. I felt completely helpless and lost and I am embarrassed that I was that pathetic for that period of time. After reading Suzuki’s article I wish I had looked at things circa 1995. I was a sophomore in high school at that time. I, like Suzuki was very content without having a cell phone and Internet access. My family seldom had a television that worked and did not even have a landline for a few years. I had no problem going to the park to entertain myself and did not need to talk on the telephone badly enough to walk to the nearest pay phone. I agree with Suzuki that while these tools are beneficial, they actually are more harmful than they are good.

David Suzuki’s article, “The True Cost of Gadgets: Technology and the culture of consumerism” really touched on so many good points that I 100% agree with. Suzuki states many things that I know I am guilty of but do not really ponder too deeply about as much as I should. Our dependence on technological gadgets disgusts me. Our disconnect from nature is very disappointing. Our disregard for the environmental hazards we are creating because of all of this “stuff” is deplorable. Suzuki theorizes that our overindulgence in products is to fill a void. The need to massage or sooth emotional needs by buying stuff has been brainwashed into consumers by marketers.

Just the other week my boyfriend and I got into a fight. He took my cell phone, the computer router, and modem and hid them. He knew that was the way to hurt me and hit me the hardest. Sure enough I was devastated. I practically demolished my apartment searching for my gadgets. I felt completely helpless and lost and I am embarrassed that I was that pathetic for that period of time. After reading Suzuki’s article I wish I had looked at things circa 1995. I was a sophomore in high school at that time. I, like Suzuki was very content without having a cell phone and Internet access. My family seldom had a television that worked and did not even have a landline for a few years. I had no problem going to the park to entertain myself and did not need to talk on the telephone badly enough to walk to the nearest pay phone. I agree with Suzuki that while these tools are beneficial, they actually are more harmful than they are good.

Consumerism, a term coined by many contemporary people, has strong links to the Western world, but truly a global phenomenon. Tracing back to Ancient Egyptian civilizations, there has already been evidence of people purchasing and exchanging goods in excess of their needs based on individual desires. This inner desire, inherited by many of us from the ancient Egyptians in the modern world, have somewhat evolved through the drastic changes in human behaviors over the course of history.
The Industrial Revolution brought about a significant turn in Consumerism. While before the turn there had been a lack of resources, The Industrial Revolution not only immensely increased, for the first time in history, both the quantity and quality of the goods in unprecedented low prices, but also created a more spacious atmosphere for consumer demands and desires. Such a great turn in history led to a new age of mass consumption –The age of Consumerism. The rise of this new age have introduced consumers to their true inner self as well as shifted the way they perceived their social and traditional values.

Everywhere one looks in Western Civilization, whether it is within or around oneself, the blinding glare of consumerism distracts all from matters of substance. The life encompassing distraction of consumerism allows members of society to become passive in their own lives. The comfort of passivity stems from a change from a repressed, yet concrete self to the present empty self. Philip Cushman’s discussion of the empty self in “Why the Self is Empty” provides insight on the current state of society- a mass of submissive consumers whose lives have coasted into a state of inertia.
Cushman writes about our society as lacking, “community, tradition, and shared meaning“ that also has a, “nationwide difficulty in maintaining personal relationships.” That our society has trouble grasping the aforementioned intangibles should not surprise one considering how trends of consumerism have penetrated the deep recesses of society’s minds, not just their shopping habits.

Consumerism, a term coined by many contemporary people, has strong links to the Western world, but truly a global phenomenon. Tracing back to Ancient Egyptian civilizations, there has already been evidence of people purchasing and exchanging goods in excess of their needs based on individual desires. This inner desire, inherited by many of us from the ancient Egyptians in the modern world, have somewhat evolved through the drastic changes in human behaviors over the course of history.

The Industrial Revolution brought about a significant turn in Consumerism. While before the turn there had been a lack of resources, The Industrial Revolution not only immensely increased, for the first time in history, both the quantity and quality of the goods in unprecedented low prices, but also created a more spacious atmosphere for consumer demands and desires. Such a great turn in history led to a new age of mass consumption –The age of Consumerism. The rise of this new age have introduced consumers to their true inner self as well as shifted the way they perceived their social and traditional values.

Over the past few decades, the force of buying has evolved into a new beast completely separated from the thing that it was for most of mankind’s history. What it once was simply a direct, needs based action-- bread bought for hunger and clothes bought for warmth—has become something entirely different. No longer is the main reason for buying a pair of jeans simply to clothe, but to show others something, be it status, financial or social, or “individuality” and personality. Though often, this personality is not of one’s own design, but the design of those in a higher level of financial status.

Consumer America has reached a point where we are dependent on the unnecessary. Unnecessary clothes, unnecessary food, all of these things seem entirely indispensable. And nowhere is this more apparent than in the area of technology. Things like cell phones and DVD players have become a necessity to lead a normal life in this consumer culture. And not even does one of each item satisfy. It does not matter whether or not something works, if it is not top-of-the-line-brand-new, it must be replaced. And marketers and manufacturers have capitalized on this. They are forever coming out with something newer, something better, and in doing so trap the consumer into perpetual consumption.

Over the past hundred years, American society has radically transformed into a consumer powerhouse. Americans have become reliant on simple technologies and thus have moved away from the political spectrum becoming more self-fulfilling and self-centered. With this, the American political system has come to capitalize upon consumerism into morphing it to one of the most powerful tools of political and social control. This control is perpetuated through the constant “propaganda of commodities, which surrounds the consumer with images of unlimited possibility” (p.39). With this propaganda we can clearly see the power and thus importance of consumerism in the political spectrum as a tool wielded by the government to attain control of the population.

Commodities have become a necessity instead of a desire. Many things we possess and use on a day to day basis are things we dreamed of only years ago. Americans as a society have become strung up on the latest and greatest technologies and hype about consumer products. This need to constantly be up to date shows a sense of “persistent discontent” (p.38) in that we are consistently forced to be unhappy and discontent through consumerism and social pressures to keep up with the constant fads and gadgets. This pressure upon our society to constantly buy and sell is perpetuated by the government itself which asks us to take an active role in society to buy and sell products and thus stimulating our economy.

With the plethora of consumer goods on the market, life has become easier for the modern man and woman. Microwaves have cut cooking time down to about nothing. Washing machines have unburdened us from the backbreaking labor of washing and line drying out own clothes. Motor vehicles have reduced commuting time, allowing us to live farther away from work and school in beautiful Suburbia. However, has it improved the modern man or woman? Is our quality of life exponentially better than those of generations past? On our deathbeds, are we more satisfied than our ancestors were on theirs?
In this paper, I want to explore correlations between the rise of the industrialized nation with happiness and mental health. Maybe microwaves did make women happier and thus better mothers? Or could it be the opposite? My hypothesis is “Mo’ money, mo’ problems”. As one new advancement in technology improves our daily lives, another problem emerges.

Any industrial society today is surrounded and bombarded with advertisements for anything the market has to offer. Nowadays, buying is not a necessity, but rather a desire. Even in an economic recession, which we are presently witnessing, sales are continuing because people have the urge to buy. Buying has become a way for consumers to feel satisfied and “complete”, at least temporarily. We have grown to become humans that need constant reassurance we feel accepted by purchasing items our fellow peers have, or by embracing ourselves with only name brands items. If humans didn’t feel this urgency to feel accepted by others, advertisements would not have an effect like they do today.

Teenagers and children are especially targeted because of their easy accessibility and they can be persuaded easily. This age group is heavily dependent on what other people think of themselves, thus making them want to do whatever they can to fit in. Children have therefore become passive and easy for retailers to manipulate them. Appearance is everything to them because they do not want to be the one left out or “different,” and culture plays a major role. This “empty self” that has developed from the narcissistic society and marketers are profiting greatly from it.

Vanderbilt to Peterbilt:
The Rise of Consumption as a form of Class Warfare

The expansion of American consumer culture in the 20th century is often associated with a rising standard of living and a homogenization of the middle stratum of socio-economic classes. However, The rise of American consumerism in the early 1900s initiated a covert new form of class warfare, resulting in a subtle reinforcement of preexisting economic stratification. The ability to afford certain houses or furniture expressly differentiated economic classes from one another. Everything from the purchase of luxury cars to owning a particular style of home or clothing asserted one’s financial status, and could simultaneously be justified as merely an assertion of one’s individual freedom. In short, society was made no more egalitarian by consumerism; consumerism was merely a new and less direct medium for the expression of exclusivity and aristocracy.

The roots of consumer-driven class warfare lie with a shift toward industrialization, urbanization, and an increased importance in ‘the individual’ (Why the Self is Empty, p. 11). This sense of elevated individualism was catalyzed by the ‘myth of [economic] mobility’ and promulgated with the decline of ethnic and neighborhood loyalties (Setting the Course, p. 4). The individual became a competitive economic unit, as opposed to the family or neighborhood, and sought to improve its relative socio-economic status through lavish displays of consumption. Conspicuous consumption became a tangible extension of the self, and as such it also became a means of asserting ones status in society.

Working this past summer at Paramount Pictures, it was interesting observing my boss, Jason Richmond. He was constantly on the phone almost every minute of the day, making everything he organized as perfect as possible. He was uptight and strict around me, however, he portrayed himself on the phone as a funny, friendly guy. He was always making plans with people in the industry, and whether he was going to a baseball game or a bar, it was all about his image. In today’s hustle and bustle world of entertainment, it’s hard to maintain perspective on the world. After only working one summer in this unique industry, I often found myself questioning the industry’s motives, and whether or not it is something I want to pursue. It seemed like everyone I worked with was only concerned with two things; themselves and their company. Sure, entertainment has always been an exciting industry to work in, but is it really worth it to become a workaholic when you are working for something as superficial as the movie industry?

Our country is driven by entertainment. Movies, music, television…we always want something to keep us entertained. And it is a booming business. Consumers are swept up by the glamorous lives of celebrities. Reality TV shows are a huge craze. We are constantly fantasizing about the worlds that movies create for us through special and computer effects. All these mediums through which entertainment presents itself in our everyday life has helped their business thrive. But has it made us thrive as people? Aren’t there bigger issues in the world today? And yet we remain obsessed with the celebrity culture, who earn way more than they deserve, instead of focusing on environmental or international issues.

When you go shopping at a grocery store, how often do you see a sign telling you a product is on sale? How often do you read slogan's on products that advertise less fat, more product in the bag than ever before, or naturally good for you? It is near impossible to enter a store that has no advertisements or subtly disguised marketing techniques. In the consumer driven society we currently live in, people seem to have less concern over what they are purchasing, where it comes from and how it has been marketed to them. David Suzuki, author of "The True Cost of Gadgets", argues in his article many of the consequences of such a stuff-oriented ignorant society. "With today's fractured communications world, unless we look at new ways to reach people and get them to question their choices, most will choose what is cheapest or most convenient- choices that have essentially already been made for them by corporations with their eye on the bottom line" (Suzuki 205).
The current recession has impacted the way consumers make their purchases which is to be expected. However a change has occurred in the way consumers think (or more accurately do not think) about their purchases and that lack of critical thinking is driving corporations and marketers to act accordingly.

Consumerism drives, feeds and manipulates all facets of an American life. The America we live in today is a direct result of a longstanding process that began with industrialization. As labor became more efficient and less stimulating, products began to hold a new value. They acted as a space filler, “consumption relieved the pain of increasingly meaningless labor” (Cross pg.2). Consumerism gave people something to do, created excitement and functioned as a major part in self-identity. Whether it be the house you live in or the car you drive, consumer goods worked as an integral aspect of life, unifying and dividing the nation simultaneously.
Consumer goods gave people a purpose. These goods acted as guidelines for defining class and delineated the reality of social boundaries in America. As stated by Cross, “consumption became a means of waging class war-but at a personal level and with a minimum of overt violence” (pg. 4). People were able to broadcast their wealth publicly through the wide range of newly available ‘toys’ and gadgets. These accessories only played into class stereotypes, further perpetuating social and racial inequality.

It was two o’clock in the afternoon. The sun was out and the weather was gorgeous, yet I was sitting in a dark living room with my eyes glued to the TV screen. The girls I was babysitting, Kailee and Kirra, seemed to be hypnotized by the video game they were playing. The silence was occasionally broken by a sound effect from the game or by a grunt from one of the girls but, for the most part, they were robots. As I glanced out the window at their beautiful lawn and perfectly landscaped backyard, I became utterly baffled at how much had changed since I was a kid myself. Kailee and Kirra, ages 8 and 11, were just as intrigued by the newest gadget or toy they saw on Nickelodeon as I had been with climbing trees or riding my bike. I’ve only recently noticed the drastic changes brought about as a result of our consumer society. Now, however, I seem to observe it more and more.

It’s only been about a decade since I was the same age as Kailee or Kirra. Just a decade ago, however, the level of technology in our society wasn’t nearly as complex as it is today. In the 90’s, few people even had cell phones or laptops. Don’t get me wrong, our society has been heading in this direction for longer than a decade. It is just astounding how quickly we seem to be heading there. With every passing year, we appear to become less concerned with social interaction or with our natural environment and more concerned with new technology and how much we can expend as a consumer.

It was two o’clock in the afternoon. The sun was out and the weather was gorgeous, yet I was sitting in a dark living room with my eyes glued to the TV screen. The girls I was babysitting, Kailee and Kirra, seemed to be hypnotized by the video game they were playing. The silence was occasionally broken by a sound effect from the game or by a grunt from one of the girls but, for the most part, they were robots. As I glanced out the window at their beautiful lawn and perfectly landscaped backyard, I became utterly baffled at how much had changed since I was a kid myself. Kailee and Kirra, ages 8 and 11, were just as intrigued by the newest gadget or toy they saw on Nickelodeon as I had been with climbing trees or riding my bike. I’ve only recently noticed the drastic changes brought about as a result of our consumer society. Now, however, I seem to observe it more and more.

It’s only been about a decade since I was the same age as Kailee or Kirra. Just a decade ago, however, the level of technology in our society wasn’t nearly as complex as it is today. In the 90’s, few people even had cell phones or laptops. Don’t get me wrong, our society has been heading in this direction for longer than a decade. It is just astounding how quickly we seem to be heading there. With every passing year, we appear to become less concerned with social interaction or with our natural environment and more concerned with new technology and how much we can expend as a consumer.

What was once a place of opportunity where the underdog always had a chance to win is now a society of anxiety, tension and bottomless desire for more in life. Today, there is radical shift in individualism, mental health and the average American’s definition of self due to mass consumption. The U.S. today is defined by consumer culture creating an anxiety nationwide that nothing is ever enough to feel complete. Every business, publication, advertisement, television show contributes to a distorted image of what defines the modern individual. The U.S. is enveloped in the idea that to be a complete self, one must participate in the cultural pattern around it and further more, the self is defined how others perceive you in society. Thus, people focus less on the classic Victorian lifestyle where individualism was defined by morality, saving money and family to a fast-pace lifestyle where in order to keep head above water, one must compete, consume and indulge on impulses. So what does all this mean? After reading the articles “Why the Self is Empty” by Philip Cushman and “Consumerism, Narcissism and Mass Culture” by Christopher Larsh I came to the conclusion that consumer culture has increased mental health problems, eating disorders and anxiety across the country. As society becomes more technologically advanced and consumption increases, these ailments will continue to rise.
Cushman’s article delves into the psychology behind U.S. society and explains “why the self is empty”. Since the self is a social construct, as stated in the article, individualism is dependent on social standards and trends. When the individual mixes the idea of the self with identification and love, there becomes a lessened capacity to love. In other words, the individual today is not identifying with self-love but rather with how everyone else “loves” the individual. Thus, the self is empty because he is constantly searching for a way to fill the void that has been left by an unsatisfying society of consumption. Larsh’s “Consumerism, Narcissism and Mass Culture” highlights this argument. In the article Larsh defines “mass consumption as a part of a larger pattern of dependence, disorientation and loss of control”. Thus the world in which we live is set up for disorders such as narcissism, anxiety and eating disorders. Without connection to the true self, which is more connected with nature and less with excess and technological communication, individuals in U.S. society will inevitably suffer from these stresses. Today’s world is incredibly advanced, however the technological forms of communication within mass culture is simply not in our genetic make-up as individuals.

The post World War II economy dependent on consumption combined with the vulnerability of the post World War II “empty self” initiated the growth of an immense consumer society and has allowed the creation and triumph of the advertising industry. The roots of our consumer society may be traced back even further to the generation after 1900 with the creation of brand names that with the intention of making profit through the generation of an illusory relationship between product and customer. With brand names came advertising, and advertising “gave Americans a vocabulary for ‘conversing’ through goods.” This new form of “conversing,” along with new formed “relationships” as well as consumption as a way of self-fulfillment ultimately deteriorated tangible and genuine social relationships.

Although this deterioration may have begun from a dependent economy or the first brand name, it has evolved greatly over the last century with the creation of new products and technology for consumers to indulge in. Technology can be advantageous in many ways, but it has ultimately been hurtful to our social abilities. Quoting a movie I just saw: “I had this guy leave me a voicemail at work, so I called him at home, and then he emailed me to my BlackBerry, and so I texted to his cell, and now you just have to go around checking all these different portals just to get rejected by seven different technologies. It’s exhausting.” Why do we need so many forms of technology to communicate? We don’t. Why do we prefer text messaging to a face-to-face conversation? This can be traced back and linked to the creation of name-brand shopping and the elimination of “the embarrassment of talking to a sales clerk.”

Sorry I didn't realize I needed to submit this online but here is it

Stimulus Smorgasbord
There was a time when adolescence was filled with slow tedious work around the house or a family owned business, followed by a night of trivial family bonding waiting patiently for the morning to arrive to begin the cycle again. This time was not all that long ago however if you told to a youth of today’s culture this regiment would sound like it came from an archaic time. With today’s children growing up in such a fast paced and chaotic society it has left them with an unprecedented need for an enormous amount of constant outside stimulation. What this yearning for stimulation has left us with is a generation of youth that is becoming far more of a product of their environment rather than having the environment around them being a product of themselves.
In previous generations, youth as a whole have been consumed by far more responsibilities and moral ethics leaving them less susceptible to trivial advertisement. Likewise advertisers and corporations today have found ways to turn this trend of selfless youth into profit by inundating them with the stimulus they are so desperately yearning for. This sounds like the corporate world is doing a beneficial thing for the youth by providing this stimulus however this is far from the truth. The stimulus/advertisements they provide are put together in a particular way in order to appeal to their emotions and deceive them into believing that their product will do the ultimate service of finally satisfying their insatiable desire for stimulus. Unfortunately this only further perpetuates the cycle leaving the consumers and in particular youth consumers with a feeling of emptiness upon realization that whatever was sold to them is not the cure to this lack of an independent self.

As soon as we are born, we as Americans are immersed mentally and physically in a society run by advertising and fueled by consumer culture. This consumer culture, a recent development in our countries history, has had profound effects on the American people; we are now more wasteful creatures, with ever changing values, dependent on material objects for happiness and identity. A new-found emptiness of self has taken hold of us, induced by the advertisers, driving us to buy, to try and fill this emptiness, but we always seem to fall short of satisfaction.
How has mass advertising and consumer culture affected us? We are now a people driven by needless desires, controlled and manipulated through advertising. In this modern America, where everyone is hooked to their cell phones and buying products which become obsolete within the year, we as Americans face a gloomy future, one with a loss of self and the eventual depletion of our resources. But the advancement of technology and products is not all bad; when taken in moderation everything, including consumerism, can have its benefits, with a less gloomy future being one of them.