Consumption and Consumer Culture Role in Everyday Life

Before diving into consumption and how it shapes us as consumers, what exactly is “consumption”? In The Oxford Dictionary, the term “consumption” is defined as the “using up; destruction; waste; amount consumed; wasting disease”. However, in our day-to-day life, the common use for said term often connotes “use”. According to Mackay (1997), the default approach assumes that consumers consume what they want and need - which is what I previously believe in. However, in the postmodern setting, consumption is seen as something that constructs one’s identity – we are what we consume. Now that we know what consumption means, why exactly do we consume?

According to Twitchell (1999), people often see what we want as what we need as we desire the feeling of “getting and spending”. In simpler words, we do not crave the object itself, but rather what it signifies. For example, when I was younger, I wanted an IPhone not because I truly wanted it, but rather because it signified wealth and my need to fit in. This is because, in modern society, manufactured items hold certain feelings and meanings. According to Twitchell (1999), American materialism acts as an approach for cultural and self-expression which creates a type of im-material culture. In the postmodern world, how goods are labeled, packaged, and advertised as well as the act of buying itself are now central meaning-making actions. Twitchell (1999) also states that the act of consuming is out of a consumer’s free will rather than forced onto them as consumption is our better judgment and does not go against one’s better judgment. Twitchell’s outlook on consumption and consumerism greatly differs with Hamilton and Denniss’s (2005) “Affluenza” as the later think of consumption as a mean of manipulating consumers. In my opinion, Twitchell’s view on how we as consumers affect the shopping system more than it affects us is valid but not entirely true. There are many types of consumers with different financial backgrounds and mind-sets which affects their attitude when it comes to spending. Also, some people are more easily influenced by others when it comes to how and what to consume. Some may look for value, some may go for quality, and some go for what is advertised to them.

As mentioned, I once wanted to buy an IPhone as it symbolized wealth and my need to fit in. This is because the act of spending and buying as well as the construction of cultural patterns as a result of freedom of choice shows social stratification. The social context represented by the two-way relationship of goods and consumers is an example of said social stratification. According to Slater (1997), what we consume socially is a system of signs. Therefore, by depriving one from consuming, one may feel like they are excluded from society. Status is also often gained through consumption and the chase of sign-values indicated through various lifestyles. Slater (1997) stated that consumption is a means of social and cultural growth and is therefore a cultural movement. Social theory influences and shapes the structures of meanings. In short, certain goods and practices come with its associated meanings which means what we consume is what it actually symbolizes. Another example of the relationship of consumption and meaning are the purchase of branded shoes. Branded shoes serve the same purpose of shoes as any other off-brand shoes, but consumers are shaped to purchase them as a symbol of status and inclusivity. According to Goodwin, Nelson, Ackerman, and Weisskopf (2008), the mind-set of the final economic goal being consumer satisfaction and that consumer desires drive and rule the economy is called consumer sovereignty. But, is this outlook valid?

It is undeniable that consumers are extremely important in economics as consumers generate demand for services and goods. However, the process of production itself can be valuable for different reasons as well. People are often interested in goals such as to fit in, fulfill dreams, for pleasure, freedom, and more. Richins (2005) states that the study of consumption and motivation benefits from better understanding of consumer desires. From the desire for respect to the desire for a relationship, social goals comes in a spectrum. Thus, it is common and understandable for conflict and overlapping of goals to occur. Goals often cause conflict incompatibility and priority. For example, when the want for freedom overlaps with the want to fulfill dreams, one may be conflicted on which to pursue. However, in my opinion, it is undeniable that privilege plays a big part in the setting of goals and the ease of achieving said goals – struggling between financial ability and desire. When speaking of consumption, people often think directly of shopping. However, the experience of shopping through the many environmental, economic, and sociocultural aspects may determine if said activity is seen as leisure or labor.

Efficiency, goal-driven, difficult, monotonous, and boring are often connoted to shopping when viewing the activity from the practical side. Leisure shopping, on the other hand, is more than just for purchase of goods, but rather for the experience of spending quality time with family and friends, making new friends, and simple people watching. Although buying and spending is also an important element in shopping, shopping more so provides an escape from mundane routines and stale environments. This is why the design, decoration, salesperson and what is placed at the front of the store is extremely important to create an enjoyable and relaxing experience when shopping. Leisure shopping also benefits from having ample time and financial resources to spare. Shopping online through the Internet are also viewed as a form of leisure shopping. This is because one is able to shop freely whenever and wherever with the internet in the modern society.

In my opinion, the types of people that practical shop and leisure shop also differs in relation to financial background, gender, occasion, and age demographic. For example, my father is a practical shopper when buying groceries but a leisure shopper when entering a hardware store. Besides shopping for clothing items and other goods, people also often shop for souvenirs especially when travelling. People nowadays often proof their visit to a certain place or site through pictures or souvenirs that it seems like the experience of the trip is invalid without them. As mentioned by Rowan and Baram (2004), the souvenir shop at Stonehenge admits the site is managed as a tourist site though once regarded as sacred. The shops earn millions through the many short visits from London, as a stop on a tour, and the many goods sold.

According to Nuryanti (1996), heritage and cultural tourism is particularly challenging as it frequently walks the line of social and cultural values. There has often been a discussion on whether heritage and cultural tourism helps in the promotion and conservation of a place or culture, or rather a threat of degradation in culture.

In my opinion, cultural and heritage tourism definitely has the potential in helping in preserving and conserving a monument, but with careful planning and set rules. In the viewpoint of tourists who are also specialist, such as archaeologists, the selling of souvenir and the existence of the shop itself detract from the Stonehenge. Many who view Stonehenge as a site that is sacred such as Druids, pagans, and others, may see the shop as support for the preservation of the monument, but also as the commercialization of a scared site. From my own experience, consumption has definitely changed how people view heritage and culture. My recent trip to a cultural village in Kuching shows the commercialization of a cultural heritage, turning a place of education into a tourist attraction or entertainment. In the cultural village, there were no guides to explain the meaning behind certain decorations but there were people at every traditional house to sell goods.

As the conclusion, even after knowing the tactics and practices that go behind the advertisement and marketing, we still cannot escape our labels as consumers. One can never truly escape consumption and consuming without segregating themselves from the world – which is very difficult considering how much we as consumers crave for efficiency and ease. However, after learning about consumption, consumer culture, and how consumption affects our everyday life, one can at least have a different viewpoint on consumption from multiple aspects. That is all for the podcast! Once again, I am Michelle and thank you for tuning in!