11 January 2016
Lecture: Consumerism
By prof. Peter Gurney
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Consumerism vs. Minimalism
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consumerism - 1: the promotion of the consumer's interests. 2: the theory that an increasing consumption of goods is economically desirable; also: a preoccupation with and an inclination toward the buying of consumer goods.
The last lecture about globalisation has already touched the topic. Today professor Peter Gurney, lecturer in the history department at the University of Essex and author of ''Wanting and Having'' (Popular politics and liberal consumerism in England in 1830-70) book, published in February 2015 by Manchester University Press, presented its full analysis with more details and points for consideration.
Description
''Nineteenth-century England witnessed the birth of capitalist consumerism. Early department stores, shopping arcades and provision shops of all kinds proliferated from the start of the Victorian period, testimony to greater diffusion of consumer goods. However, while the better off enjoyed having more material things, masses of the population were wanting even the basic necessities of life during the 'Hungry Forties' and well beyond. Based on a wealth of contemporary evidence and adopting an interdisciplinary approach, Wanting and having focuses particularly on the making of the working-class consumer in order to shed new light on key areas of major historical interest, including Chartism, the Anti-Corn Law League, the New Poor Law, popular liberalism and humanitarianism. It will appeal to scholars and general readers interested in the origins and significance of consumerism across a range of disciplines, including social and cultural history, literary studies, historical sociology and politics.'' (Manchester University Press, 2016)
Buying and exchanging goods for other goods/services or various form of payment, go as far back as ancient civilizations. Professor Peter Gurney focuses on the history of nineteenth and twentieth century, birth time and the most intense development of consumerist society. However it is arguable that the process has started during the Middle Ages. But definitely the origins of consumer society reach as far as the eighteenth century. It is time of imperial domination, exploitation of goods and commodities (import of goods, such as cotton, tea, sugar or spices) and slavery. It is also time of material culture explosion while production has become cheaper and more efficient. More people got more and more goods and new methods of labour control have developed. Fashion became more generalised in terms of gender (macaroni style). Consumer demand grew pushing new approaches into goods production (posh pottery, furniture, clothes etc.). Considered one of the greatest critics and essayists in the history, English philosopher William Hazlitt, made an important critique also on fashion: ''Fashion is gentility running away from vulgarity and afraid of being overtaken.''
Consumerism ''kicks off in the nineteenth century'' (1840s) and starts its dominance hand in hand with capitalism (hegemony of the modern consumer). It includes simple transactions (produce-sell-buy) and all elements of citizen-consumer activities, such as education or health care. It gives job opportunities and improves level of life of worker class. Market expanded, followed by mass production. In the nineteenth century as much as now really... consumerist goods helped with classes identification, whether we want to consider society in diversified categories (classes) or not. The reinvention of Christmas shopping festival and department stores (Victorian invention) took place. In 1851 Prince Albert and Queen Victoria organised The Great Exhibition (with the help of Henry Cole – the inventor of the Christmas card). This enormous department store was held in newly built Crystal Palace in the Hyde Park and it aimed to show off and celebrate modern industrial designs.
However during the 1840s consumerist goods were restricted to upper classes. While some were enjoying their consumption, other were starving to death (usually poor workers) and had no basic necessities ('Hungry Forties').
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| Crystal Palace, Hyde Park, London (1851) |
We have freedom of choice and competitive products and services to compare, especially now in the twenty-first century, market is overwhelmed with goods. This individual choices and possibilities define ourselves and give an impression of who we are. It has brought changes in economy and politics.
The Golden Age of Capitalism in Great Britain, was a period of economic prosperity in the mid-20th century which occurred, following the end of World War II in 1945 (particularly from 1949). It lasted till early 1970s and ended with economical crash in England in 1972. It was so easy to get a job then... you could go to work in the morning, quit and come back with another job in the evening. With time, more and more people became beneficial and being able to purchase things. Ordinary people weren't excluded from society anymore. Mass market has started expanding into unrestrained consumerism. Society was ''swallowing'' everything that word brought (constant dissatisfaction, lack of fulfilment, desiring possessions). The majority would simply absorb the domestic consumption. Soon growing consumerism would meet religious opposition (antagonists) educating that it should be more restricted. Some started to identify the capitalism as a devil (demystification).
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Consuming Anxieties: George Cruikshank
''A Swallow At Christmas'' (1841)
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However at the time of Cold War period capitalism was badly criticised what evolved into new idea of socialism and communism. In Poland it was hard time of Soviet Occupation (repressions, social unrest and economic depression). Communism lasted until 1989. During that time people were struggling to get any products in the shops. Stores were very empty until product would be delivered all at once and people would have to stand in the queue for long ours. People had tickets with restricted amount of goods they could get for particular period of time. Some would pay others to stay in the queue for their shopping (possibly the best consumerist position then was to be an owner of a shop).
In 1950-60s the consumer association has appeared, movement against capitalists exploitation. They wanted better value for money and they questioned the actual quality of goods; aiming to protect consumers (''Witch'' magazine articles). There is a special legislation for customer protection nowadays. Illustrative artists, such as George Cruikshank produced several artworks with graphic design character (that's sort of work considered as first graphic designs) - satiric images associated with politics (social or political critique).
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| Ingram Pinn Financial Times, 13 August 2011 |
We're overwhelmed with goods and services now in the twenty-first century more than ever. We have rather high demands and expectations. It is perhaps caused by better comfort, access (online shopping, reviews), availability (also globally) and variety. We want more than we need and we have rather high aspirations. Consumption is celebrated. Market is so wide and so competitive. We live in the world where bank cards became people's identity. Most things can be purchased online. It's more convenient and less real - sometimes easier spent than cash, I guess.
Manufacturing is not as good anymore as retailers set minimum prices. Essentials are overlooked. Handmade and organic products raise their value and are often more appreciated. The scientific advances and technological progress turned our contemporary world upside down. Well-made (made to last) items that could be inherited by generations (such as clothes, furniture, domestic things) are replaced by cheaply made mass production. Even most expensive product is not necessarily good and can have very poor quality. Some cleverly done advertising campaigns have managed to develop great brand loyalty. However bad quality can be easily found and good one will retain as the companies are more transparent and they need to care about customer feedback.
There is a lot of negative aspects of consumerism, but there are some good sides too (cheap airlines and easy travel, shopping bargains on location and online). Fashion and trends are changing rather quickly. We have no choice, we have to consume, but it all seems to go in bad direction and eventual self-destruction, often without any consideration for future generations and bad or tragic effect on the planet. We're so digitally advanced, but the madness of Black Friday clearances seem to reach the same level of madness as during the 1900s department store sale sending 'You need it' message. I like shopping, it can be relaxing, but in times I feel it gets to much, for example before Christmas or on Boxing Day I guess when people go to get even more things they don't really need instead of spending quality family time. I think sometimes I fall for the brand and I stay loyal with some products I use like some cosmetics. In terms of food I completely don't trust brands any more. I found that often cheaper option could be healthier by simply reading ingredients and researching. In terms of fashion, as soon as I feel good and I look good I don't care about the brand or latest styles. But often even unconsciously we line ourselves with brands and linking physical goods, lifestyles etc.
I would like to be my own original style. I do get particular things in places like Primark. It all depends on what I actually need or want and its purpose. Most of all it is about the budget. I would often prefer to get something handmade like a piece of garment or furniture that will last longer - but it all depends on budget, if I can afford it or wait to save for better quality item. I don't mind mending things (especially for favourite things or those with sentimental value) or second hand things in good condition. I do love charity shops, where I can often find great and incredibly cheap things that look like new or can be used for art purposes. Some of them are also a great places for inspiration. People generally don't like to repair things. In some cases it may cost more or require more effort.
As graphic designer I think its important to make decisions based on knowledge and understanding of the choices/options. Graphic design is a creative, vibrant, productive and exciting industry where everyday things are communicated. However it is all controlled by consumerism. The most important tool enabling buy-sell consumerist action, advertising, directly relies on graphic design. It is extremely important to be responsible for creative outcomes and set a moral compass, ethics that are evident throughout the career. I think it is often forgotten that children are included in consumerism too. They grow up and develop their personalities based on what they see around them. It will be crucial thinking for me. While choosing either to take a project or not I'll keep that in mind. Although it will surely depend also on my financial condition - need for money going into necessities or luxuries. But I will never design something intending to manipulate people in harmful way. I will consider the background and the idea behind the project before I'll take responsibility for it. It's definitely enough insincerity or understatements within marketing strategies and I don't want to be part of anything like that.
Looking at the huge consumerist waste of visual communication work pushes us to think... where is the value of graphic design? Leaflets often go straight to the bin or decorate sides of the streets. There is no longevity in them at all and they function/purpose of making is usually ignored or dismissed. Packaging... most goes straight into the rubbish bin after use and hopefully reach the recycling cycle (it can be reusable so it is a good thing; function + longevity). However some graphic pieces are kept and collected. Many people stash things, especially when they're aesthetically pleasing. In fact I do that a lot. That's also a great source of inspiration. It is another important matter of good design. Some of them stuck in viewer's mind, having an impact on their thinking/behaviour. Consumerism has become a threat to the natural environment and basic needs for future generations. That's why conscious consumption and sustainability are extremely important. We're now far too close to the critical point of living. Negative consequences also include: global warming, animals extinctions, deaths, labour slavery, lack of resources, FUTURE.
It's quite funny or a bit sad that we always need more. Often people desire what others have. It becomes a habit to update things sometimes, such as mobile phones. Apple company makes so much money by producing slightly different shape for their product, adding few details... and suddenly everyone wants new phone. Personally all I care about is the quality of my phone's camera. It took me time to actually want to get my first iPhone. I had mobile phone with possibility of making and receiving a phone call, quite good camera at that time and Skype. I didn't have any desire for anything else. I got an iPhone with the same features now and few new apps I use, but every time I update my device I miss that old one just a little. I don't like that it becomes bigger in size. Smart phones are a big part of most lives now, possibly too big... I think it's important to try to understand it while designing and to ask ourselves a question: what would somebody/our audience like to consume and use/have? Target audience is an essential consideration while doing a project.
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Edyta Lowicka-Thorpe, Sakile Stephen
Consumerism Poster (2015)
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Designing poster for this lecture was a task and one of the live briefs I was intended to do in a group. I had couple of different concepts for it and the above outcome was a result of compromising the subject. The base for all of our ideas was a black and white barcode that can be found on most consumerist products. We are all familiar with an underlying desire to buy cool stuff.
Wanting more means more work as we need spending to get stuff. People are in debt more than ever before as well. Unfortunately conspicuous consumption (extravagance) takes place and affects attitudes. Companies often exploit their customers and the Earth: good example is mentioned here British Gas (Centrica): first half profits'15 £528 mln 'profiteering'? Privatisation of goods which should serve people (owned by foreign investors) becomes a 'rip-off'', making money out of customers. It seems ridiculous. In the same time people die from cold and hunger (more deaths from hypothermia, England and Wales 2013/2015 mentioned on death certificates and raise of needs in the food banks. e.g. Trussel Food Banks).
I think consumerism has its good and bad sides ( so as advertising). Here are some good statements of advice I have found on the website together with the picture of apples I placed at the beginning: Consumerism vs. Minimalism):
- Learn to be more conscious of my impulses when I’m ready to buy something.
- Learn to pause, and to breathe, to let the physical desire wane.
- Force myself to wait, if the purchase isn’t an absolute necessity.
- Let myself think about it, and analyse whether it’s something I really need to buy. Often the answer is no.
- Slowly improve upon this, over time, as I always make mistakes. (BabyStepsToGreatHealth Editorial Team, 2016).
All of it made me think of few advertising slogans/concepts for social awareness:
Future counts on you. Sustain what you can. ( you. CONSUMERISM. future.)
Unlimited sales. Limited value. / Unlimited calls. Limited value.
Buy less. Make more.
Labelling kills. / Love for sale.
To buy or not to buy. That's the question.
Credit card front (typographic campaign).
References:
Manchester University Press, (2016). Manchester University Press - Wanting and having. [online] Available at: http://www.manchesteruniversitypress.co.uk/9780719091452/ [Accessed 14 Jan. 2016].
Merriam-webster.com, (2016). Definition of CONSUMERISM. [online] Available at: http://www.merriam-webster.com/dictionary/consumerism [Accessed 13 Jan. 2016].
Team, B. (2016). Consumerism vs. Minimalism – BabyStepsToGreatHealth.com. [online] Babystepstogreathealth.com. Available at: http://babystepstogreathealth.com/consumerism-vs-minimalism/ [Accessed 13 Apr. 2016].
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