Invisible Chains: Consumerism, Debt, and Consciousness
Critical analyses regarding the effects of "consumerism" have been a staple of Leftist theory for the past century. The Situationist International, appearing in the 1950s as an extension of Lukacs' unique brand of social analysis from the 20s, famously ridiculed the "western lifestyle" as a "fake reality which masks the capitalist degradation of human life."[1] The Situationists viewed the "spectacle" as the process for which people's desires are shaped and molded towards consumerist tendencies through mass media, marketing and advertising, and advanced techniques like "recuperation." This counter-cultural examination quickly became synonymous with a Left that had already come to terms with the "economic injustice" which characterized "the predatory phase of human development."[2] In opposition to this "rigged game," a determined and conscious working class countered with radical unionism and activism, direct action, stacks of polemics, studies on socio-economics, and avant-garde artistic techniques that fell under the banner of "culture jamming." "Detournement" turned the act of recuperation upside down by attempting to radicalize and politicize the corporate slogans and logos that flooded the "spectacle," leading to modern alternative media outlets such as Adbusters, the unsung catalysts of Occupy Wall Street and Rolling Jubilee, and street artists like Banksy, who combines detournement techniques with urban graffiti to send powerful counter-cultural messages via concrete canvass.
Naturally, any opposition to consumerism, especially from within those societies historically classified as "western" or "industrialized," is counter-hegemonic and proto-revolutionary. After all, the cultures derived from them have come to be dominated by ideals rooted in capitalism and market economies, naturally leading to intense daily routines that consist of celebrity worship at the altar of reality television and a multi-billion dollar "gossip industry." And when considering the dominant culture is one of superficiality, where our identities are based on what we own, wear and drive - in other words, consumerism - any stance in opposition to this is naturally "against the grain." The current counter-culture is one that not only recognizes the inherent dangers of a society where meaningful human concerns like impoverishment, homelessness, ever-increasing militarism, racism and misogyny take a backseat to Reality Housewives, American Idol and Jersey Shore; but also one that dares to make conscious lifestyle decisions which run contrary to this domination, while also working to break the collective trance that derives from such. Despite the obvious legitimacies found in this stance, and assuming we haven't conceded to nothingness, it's important to consider (1) how this opposition affects the Left's ability to function as a real alternative to the embedded socio-political hegemony, and (2) how it affects the Left's relationship with a working class that has embraced much of this culture as its own. The inherent risks of elitist-like diatribes against what have essentially become "cultural norms" beg for a re-evaluation which must recognize the need to accommodate both scathing cultural critiques and working-class political means. And while this seemingly half-assed approach to addressing such reactionary psychology may be debatable, the dangerous effects and continued escalation of consumerism clearly represent a powerful barrier to reaching any semblance of a collective working class consciousness. Its roots are not always as clear.
The rest at: http://www.hamptoninstitution.org/consumerism.html#.Ug6MeazLd_0
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