Consumer culture

Definition

Consumer culture refers to a societal framework where buying and consuming goods and services are central to personal identity and social status. This culture is marked by the emphasis on material possessions, advertising, and the idea that happiness can be achieved through consumption. In particular, it shapes narratives in literature, influencing how characters navigate their desires and societal expectations.

5 Must Know Facts For Your Next Test

1. Consumer culture emerged in Japan during the Meiji period, influenced by Western ideas and industrialization, leading to a shift in social values.
2. Shojo literature often reflects the struggles and aspirations of young women navigating consumer culture, exploring themes of love, identity, and societal expectations.
3. In shojo literature, characters frequently engage with consumer goods as symbols of status and identity, emphasizing how purchases can shape their self-image.
4. The rise of magazines targeted at young women in the post-war era played a significant role in promoting consumer culture, popularizing fashion and lifestyle trends.
5. Consumer culture has led to the commodification of personal relationships and emotions in shojo narratives, where characters’ worth can be linked to their ability to consume.

Review Questions

• How does consumer culture influence character development in shojo literature?
  • In shojo literature, consumer culture significantly shapes character development by highlighting how young women navigate societal pressures related to material possessions and personal identity. Characters often strive to align their self-worth with their ability to consume fashionable items or partake in popular trends. This interplay illustrates the challenges they face in balancing personal desires with external expectations, making their journeys relatable to readers.
• Discuss the role of advertising in shaping consumer culture within the context of shojo literature.
  • Advertising plays a crucial role in shaping consumer culture as depicted in shojo literature by creating idealized images that influence young women's aspirations. Magazines and advertisements present lifestyles that are often unattainable, driving characters to pursue consumer goods as a means of achieving happiness or social acceptance. This dynamic not only reflects real societal pressures but also critiques how advertising manipulates desires and reinforces stereotypes about femininity.
• Evaluate the impact of consumer culture on the portrayal of relationships in shojo literature.
  • Consumer culture significantly impacts the portrayal of relationships in shojo literature by intertwining emotional connections with materialism. As characters often measure their worth and success through their ability to consume or gift items, this commodification alters how love and friendship are expressed. Relationships may be depicted as transactional or dependent on external factors such as status or wealth, reflecting a critical commentary on how consumer culture influences interpersonal dynamics and personal fulfillment.

Related terms

Capitalism: An economic system characterized by private ownership of the means of production and the creation of goods or services for profit.

Materialism: A tendency to consider material possessions and physical comfort as more important than spiritual values.

Advertising: A form of communication intended to persuade an audience to purchase products or services, often creating idealized images that influence consumer behavior.