Consumer culture

Consumer culture describes a lifestyle hyper-focused on spending money to buy material or goods.

Shopping malls have had a huge impact on consumer culture. Shown in the picture is the Mall of America, one of the largest malls in the US.

Consumer culture became prominent in the United States during the rapid economic growth of the Roaring Twenties following the end of World War I.^[1]

Industrial Revolution

Main article: Industrial Revolution

Men and women working side-by-side in a factory

Before the Industrial Revolution, the home was a place where men and women produced, consumed, and worked.^[2] 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 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.^[3]

Types of culture

A cover for a collection of sheet music from 1899, showing a woman dressed in luxurious clothes spending money in multiple scenarios

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, egalitarian, and fatalist.^[4]

• 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

• Consumerism – Acquisition of goods beyond essential needs
• Moonlight clan – People who expend their entire salary before the end of each month
• Market economy – Type of economic system
• Mass-market theory – Fashion marketing strategy
• Hyperconsumerism – Consumption of goods beyond ones necessities
• Conspicuous consumption – Concept in sociology and economy
• Consumer choice – Aspect of economics
• Consumer culture theory – Study of consumption choices and behaviors
• Consumer protection – Protection of consumers against unfair practices
• Hype culture – Trend of exaggerated expectations in consumer culture