Consumer Culture

In his article "The Rise and Fall of Consumer Cultures" Erik Assodourian argues that consumerism is deeply embedded in our culture and therefore incredibly difficult to counteract. He discusses the history of consumer culture and explains that culture is not simply what we wear, eat or what we believe. He write that, "most of what seems natural to people is actually cultural." Therefore attempting to decrease consumerism is going to mean a drastic shift in cultural identity and beliefs. I think that his transformation plan is incredibly solid but I find it hard to believe that Americans will change. I'm afraid I've taken a pessimistic approach to the argument but Americans are spoiled and they like it that way. I am all for a serious shift in cultural practices but I'm not the rest of the world feels the same way. As I mentioned in class last Monday consumerism is a social construct. Attempting to shift a social construct that is as strong as consumerism seems near to impossible. One of the steps towards change that he recommended was a change in diet. I am an incredibly healthy eater and a vegetarian but I know from experience that most people don't eat the same way and most say they want to but don't make much of an effort to change their habits. Obesity and diabetes are on the rise and have been for years but very little has changed in this country. We are so obsessed with pleasure that we can't deny ourselves anything. The same can be said for AC/heat. They shut off the climate in my apartment for two months and all we've done is complain about it. I want to believe in Assodourian's transformation plan but it's hard to envision Americans transforming their selfish habits.