Consumer culture describes a
lifestyle hyper-focused on spending money to buy material or goods.
Consumer culture became prominent in the United States during the rapid economic growth of the
Roaring Twenties
The Roaring Twenties, sometimes stylized as Roaring '20s, refers to the 1920s decade in music and fashion, as it happened in Western world, Western society and Western culture. It was a period of economic prosperity with a distinctive cultura ...
following the end of
World War I
World War I or the First World War (28 July 1914 – 11 November 1918), also known as the Great War, was a World war, global conflict between two coalitions: the Allies of World War I, Allies (or Entente) and the Central Powers. Fighting to ...
.
Industrial Revolution
Before the
Industrial Revolution
The Industrial Revolution, sometimes divided into the First Industrial Revolution and Second Industrial Revolution, was a transitional period of the global economy toward more widespread, efficient and stable manufacturing processes, succee ...
, the home was a place where men and women produced, consumed, and worked. The men were highly valued workers, such as barbers, butchers, farmers, and lumbermen who brought income into the house. The wives of these men completed various tasks to save money which included, churning butter, fixing clothes, and tending the garden. This system created an equal value for all of the jobs and tasks in a community. Once the Industrial Revolution began, there was no such thing as equal and high valued work in a
mass production
Mass production, also known as mass production, series production, series manufacture, or continuous production, is the production of substantial amounts of standardized products in a constant flow, including and especially on assembly lines ...
industry. The only value these workers had were the wage they made. That meant the wives lost their value at home and had to start working for a living. This new system created the thought of everyone being replaceable.
Types of culture
Social scientists Arthur Berger,
Aaron Wildavsky, and
Mary Douglas have suggested that there are four political and consumer cultures possible in a democratic society: hierarchical/
elitist,
individualist
Individualism is the moral stance, political philosophy, ideology, and social outlook that emphasizes the intrinsic worth of the individual. Individualists promote realizing one's goals and desires, valuing independence and self-reliance, and a ...
,
egalitarian
Egalitarianism (; also equalitarianism) is a school of thought within political philosophy that builds on the concept of social equality, prioritizing it for all people. Egalitarian doctrines are generally characterized by the idea that all h ...
, and
fatalist.
* Hierarchical/Elitist: Someone with the belief that a system or society should be ruled, dominated, or otherwise controlled by a group of individuals determined to be of higher standing than others.
* Individualist: Someone who puts the needs of the individual before the needs of others.
* Egalitarian: Someone that believes that peoples' needs and rights should be equal, fair, and cared for.
* Fatalist: Someone with the belief that future events are inevitable, and thus there is little to no point in attempting to alter them.
See also
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References
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Consumer behaviour
Roaring Twenties
Lifestyles