Journalism 614: Consumer Culture and Opinion

A Consumer Society  A nation of shoppers –Mass and Micro Marketing –Shopping Malls –Online Purchasing –Bargain Hunting  Yet some argue consumption produces unease –Americans are preoccupied with getting and spending –Losing touch with deeper values and ways of living –Withdrawing from community life

Source & Effects of the Shift  What has caused this shift to a consumer society? –Some say mass media presentations of the “ good life ” –Media driving consumer sentiments and opinions –Began with conspicuous consumption (for display) –Current form ‘ competitive consumption’ (to win) Used to “ Keep up with the Joneses ” : conspicuous consumption Now we try to emulate the lifestyles of luxury seen on TV

Buying ≠ Satisfaction  Yet American ’ s find little satisfaction in buying –American buying more than ever –Working longer hours to afford purchases –More debt and less savings = life stressors –Less happy with life and its direction –Environmental degradation tied to overconsumption

Delivering the goods…

And the trend continues…

The Output Bias: Rising annual hours of work, CPS, (Schor, 2006)

Americans work long hours…

Mid-wage sectors working longer

Savings Rate vs. HH Debt

Income and Happiness: GDP per capita v. % very happy, US (Layard 2005)

Overconsumption and ecological / environmental consequences

Our Ecological Footprint

Per Capita Footprints by Country

Veblen and Status Consumption Models

Features of Status Models  Social positioning produce status consumption –We look to those a rung above us to determine acceptable opinions and behaviors, fashions and purchasing  Game is played through visible consumption –Must be seen to be part of a status game - who is ahead?  Trickle down model –middle class emulate upper-middle, who emulate the rich, who emulate the ultra-rich  Consumption is social, a way to marking ones social belonging and class status - badges of belonging

Social Comparison & Rising Inequality

Bourdieu and Distinction  French sociologist who observed that class status is gained, lost, and reproduced through consumption –Our clothing, car, home, and media use display our social position  Can gain or lose access to social circle by displaying appropriate taste, manners, culture –Consumption helps to maintain basic patterns of power and inequality - this is why it matters. Now = “preppy”, “sporty”, “beach”, “hipster”, “bohemian”, “street”, “punk”, etc.

New Consumerism  Neighbors are no longer the point of comparison –Upscale emulation parallels the decline of neighborhood life  Income and wealth concentrated in top 20% –Surge of conspicuous consumption at the top –Most no longer satisfied with middle-class life  Aspiration gaps –Desires outpace incomes and opportunities –Massive credit card, car, and student loan debt  Low job prospects for some –Varies by education level and quality of institution

Credit Card, Auto, and Student Loan Debt

Prospects vary by education

The Rise of Competitive Consumption  Movement of women into the workforce –Decline of neighborhood contacts –Workplace, with wider range of social classes, becomes point of upward comparison  Less time with friends and family, more at work and front of the television –Consumption cues from work and television

Consumer Confidence  Consumer confidence is a driver of economy

Consumer Knows Best?  Assume consumers are rational  Assumes consumers are well informed  Assume consumer preferences are consistent  Assume consumer preferences are independent  Assume consumption does not reduce public goods  But consumers are no more deliberative than citizens –Neither purely rational nor deluded, duped, and manipulated  In fact, they are one and same - consumer citizens –Artificial distinction - consumption can be civic/political

A Politics of Consumption  Changing opinions driving changes in markets and society –Right to a decent standard of living Ex. Fair trade coffee –Quality of life rather than quantity of stuff Ex. Downshifting –Ecologically sustainable consumption Ex. Global warming & consumption –Democratize consumption practices Ex. Starbury - Stephon Marbury –The politics of retailing Ex. Walmart vs. mainstreeet –Consumer movements Ex. Anti-globalism

Consumer critique & activist practice Newdream.org