Entry 6: Write first two paragraphs for paper 1

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Hi all:

To get the ball rolling, write what you think might be the first two paragraphs of your paper 1.

Approach this writing as a rough draft.  These paragraphs may or may not appear in your final paper.

Post these paragraphs to the blog and be sure to bring hard copy to class.

Thank you.

Nick

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The American is in search of happiness. It is the attempt to rid self from a feeling of incompleteness; it is the hope of fulfilling the “Empty self”.

The 19th century industrial system encourages Americans to search for such happiness through consumerism. Obsessed with the idea of social mobility, equality, ideology of citizenship, and self-fulfillment Americans give into the consumer society. The search for happiness is the belief of a fantasy that can be bought. This ludicrous idea that happiness is found through consumption is invalidated by the consistent effort of American purchase and the unsuccessful attempt of finding it. In reality, the American is searching for what is really an “abstract happiness” containing that happiness does not exist through purchase. The American will not find satisfaction by consuming; consuming will only create a bigger unsatisfaction.

Consumerism: A Lonely Soul and a New Mode of Control
How is your best friend doing? You know, the one you are always with, the one you tell all your secrets to, the one you always give your money to, the one whom you cannot live without, the one whom you run to every time you feel lonely? If I do recall correctly, her name is Consumerism, and she has you at the palm of her hand. She knows exactly what you like, what you do not like, how much you spend on average, how much money you make, and she probably knows what you are doing right now. And if you find it a little humoristic the thought that it might be controlling you, then perhaps you should stop and think. Think about the reasons for why you shop every day. If you cannot think of any, then it is probably because shopping/consuming has become an unconscious habit of your everyday life, such as breathing.
Consumerism has shaped our lives in the way that we look into it whenever we feel left out, bored, anxious, or in other words, lonely. From era to era, consumerism has been used as a mode of “fitting in” when dealing with a new society, a new culture, or even a new class (the socio-economic definition of class). When immigrants come to the United States, the first thing they do is consume American products and wear American brands so that they could fit in with the new culture. It is as if they are trying to erase their own culture completely. “Setting the Course”, an article on consumer society, says that,” Commodities gave immigrants tools for coping with an alien culture and offered new meanings of democracy during time when politics was becoming ever more remote to average citizens.” (pg.2) However, even then the “average” citizen was trying to fit in: with the higher class.

Consumerism has become the nation’s substitution for unity and a sense of community. In many ways the consumer society causes a false sense of belonging between individuals based on what they believe is relevant to one another. Society has become so reliant upon consumption that it has caused issues in people’s personal and professional relationships. On the other hand, consumerism gives people power by giving them the freedom of choice. How free are we actually, if we are told by the media and our various cultures what is socially acceptable and what is not? We are subject to the will of the masses, in regards to consumerism, because we do and purchase what will elevate or sustain our position in the societal hierarchy.

During a class discussion, Professor Tingle said, “The objects don’t create desire, human beings are desire,” in response to human being’s compulsion to consume. I found this statement to be very profound and incredibly accurate. Human beings are naturally zealous and consumerism is an outlet for many people. It has become so innate in our society that many people feel that they need to purchase things in order to make themselves feel complete or feel connected to a specific culture. Philip Cushman writes, “Culture 'completes' humans by explaining and interpreting the world, helping them focus their attention on or ignore certain aspects of their environment, and instructing and forbidding them to think and act in certain ways.” (Cushman, Philip. "Why the Self is Empty: Toward a Historically Situated Psychology." (1990): p.19) When I first read this quote I was offended because I thought the author was trying to say that people can't form their own interpretations of the world and that we are so dependent on culture that we lack our own identity. What the author is really trying to show, is that culture is both helpful and damaging to our experience of being a self. Without culture, people would lack a shared perspective of society and the world.

I believe that new goods generate new desires due to the snowball effect following the Industrial Revolution in the 1900’s. We are lured into these new desires by advertisements’ emotional appeals and different forms of manipulation. The tactics that consumer industries use through advertisements are sometimes misleading claims on what should be desired, yet, society always tends to fall into one of their enticing propagandas. I do not completely believe the ideology that we create our desires rather than objects. The consumer society generated by ads does not demonstrate the reflection of society’s unconscious aspirations entirely; yet, it has become an addicting cultural appetite of our generation that is inescapable, addicting, and therapeutic.
Our generation lives off the nostalgia for a never-ending mass production. Ads have been bombarding our every sense since we were born. We have grown up in a society where we must consistently be on our toes to not fall behind on what is and isn’t up-to-date. Advertisements are not so much the reflection of society, because they are actually society’s influence of what one should buy or look like. The assumption that Brand X will make one: look younger, feel sexier, run faster, smell sweeter, etc., only convinces consumers that these products will fulfill their claim because we are constantly being bombarded with the same ads! According to the essay “Setting the Course, 1900-1930,” “Ads gave meaning to consumption, showing how products could be used to shape personal identity and social relationships” (9).

I meant to start a new paragraph from "Our generation lives..."
oops!

In a capitalist nation we find that the consumer society is not just a life-style but rather it roots itself in the very core of every individual in it. Not only does it affect the clothes we wear, the appliances we buy, or the leisure activities we participate in; it also affects the way we see and value ourselves. Just a few days back I was listening through my playlist, when I came upon the song by Kanye West called “All Comes Down”. If you haven’t had the chance to hear it he talks about, “Things we buy to cover up what's inside ‘cause they make us hate our self and love they wealth”. What surprised me the most was how he admitted that he himself has a problem with spending because he is so self-conscious. After putting some thought into it I have realized that consumerism has created a new self-centered lifestyle where instead of soothing anxieties it has created a vicious circle where the more you buy the more you feel the need to fill your insecurities with materialistic objects. Consumerism has become a never ending search for self-fulfillment and happiness.
Consumerism is a way of life that almost every individual identifies with, especially girls. Most of the consumer driven culture is determined from soaps and movies that promote self-conscious females obsessing over materialistic desires to obtain their perfect lives. In the pilot of the popular 90s sitcom Friends, one of the protagonists Rachel escapes on her wedding day without any money, job or future security. However, the next day she comes back ecstatic exclaiming that she found a great sale where she bought herself boots. She does not look into the fact that she does not own any money except the plastic cards that grant her wishes. She hides her insecurities behind these boots as she claims, “They're my new, I don't need a job, I don't need my parents, I've got great boots— boots”. This is what consumer culture is built on; girls buying things to attain greater self confidence, to temporarily escape into a fantasy world where everything is obtainable. Hence, there is no self-doubt or insecurities but false happiness found in materialistic objects.

Consuming is what Americans do best. It is the one thing we inevitably all have in common. People in todays society, particularly in all First World, capitalist nations, buy one thing after another. Perhaps it is to fill this “empty self” that Phillip Cushman writes about. Maybe it is because consuming is culturally learned and constructed, and deep down, we all just want to “fit in” and go with the flow. Or maybe its just a mode of social control; people grow to be able to work and earn wages, and have no choice but to spend them on food, clothes, housing, and the ultimate form of governmental control-taxes. Nevertheless, consuming has truly taken over the American culture; it might even be the key element of our culture. We are born to consume and our lives essentially depend on our ability to do so. From the Model T Ford to the Ipod, consumerism has changed American society forever, and will continue to do so. Consumerism shapes the American identity; we are what we buy. And this concept, I believe, is what keeps our “economy” going.
One cannot deny the ability to “buy” an identity in today's world. Like I said before, we are what we buy. I can buy a leather jacket and ripped up jeans and buy the “rocker look”. Simple, easy. I don't have to prove to anyone that I'm a true rocker; looks speak ten times louder than words in todays society. Even at another level, one can buy an identity at Starbucks, who has undoubtedly created a cultural revolution here in America. You walk in and smell the sweet, yet very matured aroma. You hear the sophisticated, music playing. You see people, who for the most part look relatively sophisticated themselves, sitting amongst the tables reading and sipping on hard-to-name-beverages. You walk intto a Starbucks, and instantly you have a new identity. You buy a coffee and then display the label, and perhaps you, too, feel a little more sophisticated yourself.

Consumerism is a drug. It has the ability to manipulate and break traditional values and methods. Whether the act of consuming occurs with purchasing a trendy object, or being part of a market place of ideas inside a mall, concrete consumerism has been able to transform a nation of values; in which, those values inside the community and household have been replaced inside a shopping center, or through the act of chronic consuming. My hometown, of Calexico, California has been induced into this new trend of consumerism. As a border town with Mexicali, Baja California, the closest urbanized city, San Diego, California is two hours away. About half a decade ago, the idea of a mall in Calexico would be absurd. Calexico is a small city with a population of thirty thousand residents, in which a comfortable setting has been established over the years. Means of communcation among inhabitants has never been an issue, and family values were cherished. Yet, the spread of consumerism has been able to induct Calexico as one of its victims. Through the practice of advertising, and manipulation, brand label department stores, and the establishment of a shopping center have relinquished Calexico’s attribute, one of a traditional rural city. Consumerism has corrupted Calexico by a means of, establishing a consumer society, and absorbing human life and values. Consequently, through this processes of induction, consumerism has caused Calexico to loose its values and individuality such as traditions, and become yet another trend of consuming.
Being raised in Calexico, I was able to understand the idea of a small city. Through the passing years I was also able to comprehend the idea of a rural city, and understand that big urbanized cities such as Los Angeles, New York, and even San Diego were not necessarily an ideal place to live. Family values, neighborliness and a comfortable setting are absent in such cities. We now reside in a nation in which consuming affects our every day life. Malls, shopping centers, and brand label stores have caused such cities to be captured by consumerism. Any values that once existed inside a family home, is now existent inside a mall. Recently, Calexico has been becoming such a city. The establishment and surrounding of malls, and tourists attractions have caused a rural city to be cultured into a trend. So and so argues that “The growth of the consumer society coincided with the decline of self-sufficiency, neighborliness, and family interactions has replaced traditional social roles and identities with those purchased in the market.” Being such a small city, Calexico has the capability of establishing traditional social roles such as being family orientated, but the recent trend of an established consumer society has diminished those traditional values. My recent trip back home made me realize that Calexico has now faltered due to this change. This trend is growing substantially, and shows no sign of slowing down.

In American society, freedom is the fundamental concern of our country. Not only does it include political freedom, also refers to economic decisions; which in my opinion, are the most important. One might think that all consumer decisions are made by the individual and their own will power, but in reality, no one is self-sufficient anymore. Consumerism has taken over every source of media from political campaigns to appeal advertisements; reaching to the most sophisticated and wealthy people, to the most ordinary and common individuals. We as a society are being controlled by materialistic substances that are consumed to reflect us; but in reality, we reflect them.
Consumerism has a psychological grasp on all of society because they not only refer us to specific products, but unconsciously demand us to buy them. This practice originated in America in the early 1900s with advertising innovations such as Ernest Calkins that “advocated modern psychology be used to link products with desires and insecurities of consumers, thus creating a longing for particular items.” It reconfigured the mind to believe that its wants are its needs.

Consuming is most clearly an obvious essential to our very survival on earth. We live in a society where we must purchase the necessary necessities for a basic life.Whether we personally have purchased them or not. However; basic has become much more than food, water, shelter, and enough clothing to get us through each season. We as a whole have taken "basics" to another level. Today the basics for our survival or what we think we need are more than ever. These "basics", which I consider more "must have" than fundamentals, are now dividing our society.
The spectrum of rich and poor and everything inbetween has developed and taken over our society because we are compulsive consumers. Those who have the ability to buy and buy are thought to be of a higher standing, than those who are barely getting by. This has convinced us that outward appearance is the most vital key to happiness. That wealth is equivalent to living a happy life. This is why I believe so many of us attempt to give off the "well off" look, in all varieties of styles. From skater to street, professional to so called hippies. We spend money on the best products that fit our style, even when it comes to to grungy look which is suppose to be more homely.
I agree with statements that claim we consume inorder to feel a since of belonging to something greater than ourselves. I also think on some level we consume to fill a void, the emptiness that I feel will never be completely filled until you have truly met love. On the contrary to my beliefs, I know there are people who have met love, and live with it everyday and still feel the need to consume. This I would say it is mostly do to our surroundings, and how we have been raised. No matter how much love someone has, they will continue to buy, as long as they have the means to do so. This is due to society and it is uncontrollable. I would say it is neither good nor bad, it is just life.

In the articles we read in class, we can see the evolution of consumerism and we can see how it affected the lives of American citizens. In "Setting the Course, 1900-1930," by Gary Cross, he describes the surge in American consumerism and the effects of it on the other facets of American life.
Consumerism took America by storm. It has been described as a tool that has been used in order to control society. In the early twentieth century, a life where owning property was just not enough anymore. People began to spend more and more and "American consumer society rose." (pg. 1) For example, Cross states that "Discretionary spending (beyond that for the necessities of housing, clothing, and food) increased from 20 percent to almost 35 percent in the first three decades of the century." Discretionary spending became very popular in America and everyone, who had the money to spend, decided to partake in the wave of consumerism.

Why do we allow ourselves to be influenced so heavily by other people's opinions? Everyone wants to feel that who he or she is, is somewhat exceptional - different from the rest. We all want to stand out from the crowd and be the one and only. But do we take this need for social acceptance and “individuality” too far? In many cases I think so. As Edward Bernay discovered, to control a person’s need to be special and yearn to be the one is to control not only their outer self but inner self as well; ultimately leading to a complete surrender of self power. Consumerism is fueled by this relinquished power; it feeds of people’s natural need for both individuality and fear of isolation.

It is my belief that consumerism will continue to exist as humans continue to feel the need to alleviate their inner pain that comes from their natural being. This inner pain (void) becomes more and more defined as individuals become more conscious. The self begins to question their importance: comparing their miniscule self to the grand of the world around them. Leading to a need to feel vital not only in this world but by comparison to the world. We then seek to become individuals and not only to ourselves but in the eyes of all. Consumerism takes advantage of our void by feeding us an everlasting allusion that a specific tangible product will finally fill our void and make us just as grand as the world if not more.


I am not sure of what I will exactly talk about in my first paper. What I do know is that it will be writing on how advertising has had a major influence in consumer society. Most of the readings have information and clear examples that describe how advertisement has been able to manipulate a customer and their thoughts. The readings also show us how it can be backwards. Consumers can also influence advertisements. Customers needs also have an impact on advertisement and products. Like I’ve mention in one of my blog entries, advertisements and products are needs that customers need (“...I believe are most responsible for filling and healing the empty self, advertising and psychotherapy”). Products and advertisements only mirror the needs that people have or think that they have. There are many quotes that I have in mind to help support my claims. Many of my quotes will come from our first reading assignment, “Setting the Course, 1990-1930”. Other quotes might come from “Why the Self Is Empty”. This is what I have in mind. I plan to write how advertisements have help consumer society.

If the history of American Consumerism were a musical Thomas Jefferson would be the narrator who begins the play by declaring that all men have the right to, "Life, Liberty and the Pursuit of Happiness". His reasoning was that happiness was something each man would have to find for himself and could not be explicitly provided to him by the government. Modern Americans and corporations beginning in the 1900s have embraced the pursuit of happiness and tied the meaning of said happiness to the value and possession of material goods. The introduction of mass production in the post world war world resulted in a surplus of goods that manufacturers then had to figure out how to sell. This part in the musical is the big conflict scene but then the hero, Thomas Bernays comes in and does a fancy tap dance and saves the day. Bernays technique consists of clever psychological tricks that make consumers believe they need to have a certain product or they will be miserable and friendless in society without it. With tricks like these it’s a wonder why Bernays wasn't a magician or even a hypnotist. This paper will analyze how marketing techniques such as those developed by Bernays have become a part of regular American life and how Americans are attached to this lifestyle to the point that their existence depends on always being able to purchase more.

On any given day Americans are faced with a barrage of advertisements offering them the keys to a happier life be it through the purchase of a new vehicle, a new home or a new face.
American consumerism is so integral to American life that "in order for the economy to thrive, American society requires individuals who experience a strong "need" for consumer products and in fact demand them" (Henry, 1963). In America we are prepped and primped for life in the consumer society since we enter kindergarten, where we are taught to follow orders, and conform to actions considered by our teachers and the rest of society to be "normal". An educational institution functions to "recreate the conditions" of society through the "systematic socialization of the young". In other words education exists to groom young students into expert consumers, we learn to conform to the rules of society while simultaneously learning how to be followers. This process of development is essential to ensure the survival of big business because they can then count on us to follow the trends they set forth for us. For example if little Sally Walker bought a new pink dress that she thinks makes her look irresistible to , little Cindy Su will then go home and ask her mom for a new pink dress because she wants to look beautiful just like Sally. An observation of a kindergarten class by sociologist Harey L. Gracey showed how a teachers structured schedule provides little to no time for exercises in "self-expression" and opportunities for spontaneous creativity by the kids. Similarly the modes of mass created by Ford (assembly line) are the "elimination of playfulness and craftsmanship from the process of production." (The Minimal Self, 27). The irony here is that Americans shop so much because they see the gadgets and clothing they purchase as a means of defining themselves among other members of society. The idea generally is to be different and stand out from the rest of the world, yet "industrialism tends to discourage home production and to make people dependent on the market" therefore we can never be a fully unique individual.

In short, Americans want to fit in to a larger piece of society while constantly seeking individuality.

Throughout the years, our society has experienced the deadly symptoms of consumerism. For one, it destroys our way of thinking, molding us into what society believes is acceptable. Little by little it takes total control of personal thoughts and kills the ability to be unique. Traditions and the old ways of living life are quickly destroyed. The cause of this virus are corporations trying their best to boost consumerism with lies and manipulations, making this illness available for everyone. It is clear to see the gradual advancements consumerism has had on our traditions and the way we live our lives.
Manufacturers have become dependant upon citizen’s purchases; they began using psychological techniques in order to keep consumers active. With the help of advertisements portraying a perfect way of living, consumer spending increased. One of the major problems adolescents face are eating disorders, the effects of perfect body billboards and commercials. Products convey this perfect image, guaranteeing the disappearance of flaws and insecurities. Philip Cushman in “Why the Self is Empty” explains the way in which products fill the feeling of emptiness, creating happiness and satisfaction or a “high” through the means of shopping. With this said, I would like to bring up Oniomania or Shopaholics who suffer from shop addictions. Cushman’s thoughts about consumption brought me to think about the well-known quote “money can buy happiness”.

Throughout history the exchange of necessary goods and services have been a crucial and central aspect of life; the task of a going to the market to buy produce or requesting the services of a skilled laborer can be traced back thousands of years. Recently the exchange of goods has morphed into a new system called consumerism. Modern consumerism is also a system of goods and services, but these modern items are no longer essential but pointless and excessive. Some hail consumerism as the process by which technological advances come about, but in reality consumerism may cause the downfall of the western world as we have come to know it. The flood of ramped consumerism has changed society and caused people to become more disillusioned, selfish, dependant and isolated.
People have been disillusioned because of the recent tidal wave of consumerism that has swept the Western World. In the past, people lead minimalistic lives that required them to deal with their problems everyday, but now with the phenomenon known as consumerism people are able to escape there lives with the advent of credit cards, video games, television and the internet. In The Minimal Self Lasch states that, “It is misleading to characterize the culture of consumption as a culture dominated by things. The consumer lives surrounded not so much by things as by fantasies.” Consumerism has conditioned people to believe that they should be able to live the dream and that happiness can only be obtained when that they attain the dream. People indulge there fantasies so they can escape the harshness of the real world. Society has begun to aspire to a continuous state of happiness which can only be reached when they acquire the right amount of consumable goods. What the consumer society doesn’t understand is that a never ending state of happiness can be attained only by the clinically insane which consumerism is driving people to. As people pursue there goal of happiness, “They create a world of mirrors, insubstantial images, illusions increasingly indistinguishable from reality (Lasch, 30).” With each new product that people buy they move father and farther from reality but they never achieve their goal fantasy. This paradox feeds the consumerism. The endless yearning to reach their dreams drives people to find new products that will help loose weight, look younger or be cooler.

Consumerism has come to corrupt our youth so much right down to the point where if you don’t have what’s new then you can basically consider yourself excluded. Products control every aspect of our lives. We have basically become slaves to the consumer goods with which we surround ourselves. It has reached the point of no return. As David Suzuki states in his article, our society is too reliant on electronics and means of communication that living by any other means would be considered heinous.

Our society would be much better off if we, as a society, took a step back and remembered that goods do not make the person, the person makes the goods. It is time to make a clear distinction between people and the product. Originality has died in our culture because our search for individuality through the means of technology has resulted in nothing but conformity to the latest trends.

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