Is consumer culture destroying cultural difference
A third view is that, as foreign products, imported goods should not be expected to conform to local values, and may even violate them with impunity. Consumerism is a toxic malady and will undermine a free society.
One concern, common to many people both in and out of the West, is that consumer goods and values will be presented and perceived as so eminently desirable that they will not only alter or displace traditional cultural and religious values, but become an object of worship in themselves. Fake Levi's jeans, Citizen watches, Johnnie Walker Scotch and Raleigh bicycles, among many other products, can be found all over the world, but particularly in Asia, Africa and Latin America. There's no way to avoid it. More social solutions have also been proposed, in terms of re-engineering policy, such as re-distributing wealth to allay anxieties about relative social position; banning advertising to children and restricting social mobility in order to keep families and communities together. Finally, due to their foreign nature, many imported goods are not expected by local peoples to conform to local lifestyles. Yes there are differences among cultures, but a headache is a headache. The positive psychology movement has contributed much to this way of thinking Csikszentmihalyi, ; Seligman, In such cases stereotypical imagery of otherness is usually employed to promote the products, such as an illustration of a Colombian coffee picker in traditional clothing leading a donkey, or of a Middle Eastern man with billowing pants and turned-up shoes flying a magic carpet. Imagine if your printer or phone functioned for more than two years. For example, the fact that Western-style public displays of affection are considered improper in India, has not prevented Indians from watching such displays in American movies and television shows broadcast on the cable network Star TV.
Patriotic Consumption From the beginning, mass production was also important on a national, political level.
But we need to have our priorities in order. Given this situation, are Third World countries which replicate Western products and imagery ad infinitum taking over the colonial role of the West and colonizing themselves? Many of these representations originate in the West and are disseminated by, among other things, advertising, movies, and televison shows.
New forms of management and technology and division of labor transform traditional work and social relations, and new technologies alter traditional roles of women and men in the house.
In Japan, for example, Western products often have better sales when advertised with Western models in Western settings than with Japanese models in Japanese settings, where they may seem out of place and inappropriate O'Barr Thus, the critical and environmental discourses have the potential to mitigate some of the narcissism inherent in the contemporary scientific and popular focus on individual well-being, while that focus also renders the environmental discourse more acceptable at the individual level.
Consumer culture theory
This is where the environmental discourse may be particularly relevant. The global marketing of Western products is criticized not only for spreading Western values while enriching Western coffers , but also for spreading what many people perceive as materialist, decadent values. In response to the number of infant deaths caused by the improper use of milk formula, the World Health Organization recommended a ban on the advertising and marketing of breastmilk substitutes in the Third World. Thus, even if sunglasses, to take a random example, are of little use to rain forest dwellers in Malaysia, the prestigious connotations of the product, enhanced by advertising, would make them desirable possessions. As we enjoyed and admired the Nova Scotia skies together, Qing noted, "There are never blue skies in most of China. Certain First World goods, such as televisions and cars, would seem to be so attractive in themselves as to have an almost universal appeal, cutting across cultural difference. Before Henry Ford was born, speed, acceleration, innovation, interchangeable parts, uniformity, and economies of scale already were valued in the United States, where the values that the assembly line would embody were woven into everyday life. That doesn't mean business shouldn't have plenty to sell and those who cannot afford higher prices must be crushed. Like an addiction, we can become trapped in a downward spiral of both financial and mental consumer debt. Mass marketing became an industry of its own as manufacturers realized they would have to keep the consumer coming back for more to keep the money coming in. The second is to internalize the West's exotic image of oneself. Recreating the West If stereotypical representations of otherness abound in the West, stereotypical representations of the West are even more abundant, both inside and outside of the West. This illustrates how closely allied Western consumer goods are with Western lifestyles, and the difficulty of receiving the former while ignoring or rejecting the latter or vice versa Sinha Junk food, Barbie dolls, designer jeans, Playboy magazines. We are surrounded by a manufactured world.
The consumerist ethic, with its hyper-sexuality and advertising to young children is especially troubling.
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