Consumerism

Definition

Consumerism is the social and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts. It emphasizes the importance of buying products and engaging in consumption as a means of expressing identity, social status, and personal fulfillment. During the 1920s, consumerism played a significant role in shaping the identity of the 'New Woman' as it reflected changing gender norms, empowering women to embrace their independence and leisure through the purchase of new products like fashion, cosmetics, and household appliances.

5 Must Know Facts For Your Next Test

1. Consumerism in the 1920s was fueled by technological advancements, like assembly line production, which made goods more affordable and accessible.
2. The rise of consumerism coincided with women's increased participation in the workforce, leading them to have disposable income for personal spending.
3. The development of credit systems allowed consumers to buy goods on installment plans, making it easier for individuals to purchase items that were once considered luxuries.
4. Consumer culture promoted the idea that happiness could be achieved through material possessions, which resonated with many women seeking independence and self-expression.
5. Popular culture in the 1920s, including films and magazines, often celebrated consumer goods as symbols of modernity and success, further driving the desire for consumption.

Review Questions

• How did consumerism shape the identity of the 'New Woman' during the 1920s?
  • Consumerism played a crucial role in shaping the identity of the 'New Woman' by providing her with opportunities for self-expression through purchasing power. Women began to embrace their independence by buying fashionable clothing, beauty products, and modern appliances that symbolized their modernity and social status. This shift not only changed their roles in society but also allowed them to assert their individuality in ways that were not possible before.
• In what ways did advertising strategies evolve during the 1920s to promote consumerism among women?
  • During the 1920s, advertising strategies evolved significantly to appeal specifically to women as a growing consumer demographic. Advertisers began using emotional appeals, showcasing aspirational lifestyles that could be achieved through consumer goods. This period also saw an increase in targeted marketing campaigns aimed at women, utilizing magazines and radio to reach them directly with messages about empowerment through consumption.
• Evaluate the impact of mass production on consumer behavior and gender norms during the 1920s.
  • Mass production had a profound impact on consumer behavior and gender norms during the 1920s by making goods more affordable and widely available. As products like ready-to-wear clothing became accessible, it encouraged women to adopt new fashions that aligned with modern ideals. This accessibility not only changed shopping habits but also challenged traditional gender roles by allowing women to take part in public life more actively as consumers, thereby reshaping societal expectations around femininity and independence.

Related terms

The 'New Woman': A feminist ideal that emerged in the late 19th and early 20th centuries, representing a more liberated and independent woman who challenged traditional gender roles.

Mass Production: The manufacturing of large quantities of standardized products, which contributed to lower prices and increased availability of consumer goods.

Advertising: The activity of promoting products or services to consumers, which grew significantly during the 1920s, influencing public perception and consumption habits.