How Consumerism Changed The City London

2342 WordsApr 18, 201610 Pages
abriel and Lang (1995:3) define consumerism as a life “excessively preoccupied with consumption.” Individuals who are at the extreme end of the spectrum could be referred to as shopaholics. According to Bocock et al (1993) at the heart of consumerism is a belief that “goods and services specifically provide fun and enjoyment” for the consumer (Bocock et al, 1993, cited in Troy, 1995). It is a very important factor in our daily life as we are confronted with numerous products to choose from (Beer, 2000). The pressure to choose can affect our experience of the city making it so easy for a person to forget not to always have to be buying things. For example an individual plans to go window shopping without intending to purchase any item,…show more content…
Consumer society can be viewed as a modern phenomenon that emerged after the Second World War in Europe and the United States Wessels (2014:7). Authors such as McCraken, Mckendrick, Brewer and Plumb (1982) studied the eighteenth century explosion as the trendy use of consumer goods. This was two dynamics that had influenced the advancement of consumerism in Europe. Since its own inception, it is seen as a technique of manipulating the masses. Consumerism was a strategy developed in the USA in order to create a democratic consumer society based on consumption of mass produced possessions. Freud (1920) psychoanalytic theory declared that in order to manipulate the masses, consumers have been used and business organisations can make consumers want what they did not need by linking mass produced products to their unconscious desires. (Cited in McLeod, 2007). This was a different political idea of how to control the masses by satisfying consumer’s inner-selfish desires. It meant that branded products can become irrational symbols like myths or heroes of how you want to be seen by others. The impact of consumerism on human beings has been devastating if we consider the level of low self-esteem that it has created in a post-modern society by persuading consumers to purchase every day branded products in order to boost their self-image. Richards (1990), consumerism has without a doubt
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