Tma_002_-_a_Consumer_Society_Is_a_Divided_Society

TMA 02 A Consumer Society is a Divided Society Its currently November 2012 and you only have to turn on the radio or tv, open a newpaper or walk past any retail outlet to kn ow that its Christmas. Its the time of year where we all feel a pressure to buy! My 4 year old son is a marketers dream wanting every toy he hs seen advertised since August! We are constantly "fed"or as Bauman (1988) (cited in Heatherington,2009,p25.)describes us as seduced by the need to consume. The desire to buy not just what we need but what we may want or are meant to want. Luxuries and expenses that were once only available to a select few are now common place for the many. Nights out, luxury goods, technology, fine wines, art, cars and long haul travel are now available to us all. The shift from industrial society to our consumer society over the last 100 years provides endless possibilities. It brings new aspirations, hopes and dreams. However it also creates many inequalities and divides us in numerous ways. In this essay I plan to look at our consumer society and outline the ways its has also made us a divided society. When we think about consumption we automatically think about what we buy and what and how we use it. Its not often we look closely at why we buy or use things. Its no longer always the case of buying something because we need it. Our motives can vary widely. We buy to fit in with our peers, to gain acceptance. We buy to portray a certain image of success or fashionability. We buy because we have our own perceptions of the products and services we use. For example Hetherington often uses very emmotive language in his text, he talks of "Consumer trapping" (Heatherington,2009,p.31) Marketers use a very similar tactic when they promote products of services. Emotive language to make us feel we need these things. To make us feel some things are better than others. Brand power is a very good example. A popular traditional retailer like Marks and Spensers have their own very emotive tagline which actually sums up our consumer society very well. This is not just any pie, or baking tray or dinner set or whatever product you may be buying. This is an M&S product. We believe they are more lucurious or better. Its a brand we associate with quality. In the supermarket we are faced with basics to more high end versions of nearly all essential foods. These perceptions are key in how we think and how we choose to participate in society. (Velben, cited in Heatherington 2009,P31) used the concept of conspicuous consumption. Buying things to make a positive impression. The things we own become an extension of ourselves. For example the car being the extension of the man. Or for some the definition. However for most people it is likely to be far less conscious. Even if they aren't particularly wealthy they buy to fit in or impress others or belong. These perceptions create huge inequalities and divisons within our society. Or as Bauman decribes reppression. Those who can not participate fully. This is not just ecconomical factors. Those people who do not have access to services because of where they live or if they have reduced mobility or poor health. They may cultural or personal values which prevent certain things and may exclude them from certain and furthermore what we do with those things after we use them. The issue of waste is very real.The environmental concerns are news worthy on a daily basis.