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 consumption as a means of personal identity, social status, and economic growth, often leading to a culture where happiness is equated with material possessions. This concept plays a significant role in postmodern literature, reflecting society's relationship with commodities, identity, and the impact of capitalism on everyday life.

5 Must Know Facts For Your Next Test

1. Consumerism became particularly prominent in the post-World War II era as economies expanded and mass production led to an abundance of goods.
2. Postmodern literature often critiques consumerism by highlighting the emptiness that can accompany the relentless pursuit of material wealth.
3. The portrayal of characters in literature can serve as a reflection of consumer culture, where personal identity becomes tied to the products they consume.
4. Consumerism is linked to the development of advertising and marketing strategies that create desires for products beyond basic needs.
5. The relationship between consumerism and identity is often explored in postmodern works, suggesting that individual worth is increasingly defined by one's consumption choices.

Review Questions

• How does consumerism influence character development in postmodern literature?
  • In postmodern literature, characters often reflect the values and pressures of consumer culture, where their identities are shaped by the products they consume. This influence can manifest in various ways, such as characters who measure their self-worth by their possessions or those who experience existential crises due to their obsession with material wealth. By examining these character traits, readers gain insights into how deeply entrenched consumerist values affect personal identities and relationships.
• Analyze how postmodern authors critique consumerism through narrative techniques.
  • Postmodern authors frequently use fragmented narratives, metafiction, and irony to critique consumerism. These techniques reveal the absurdity of equating happiness with material possessions by showcasing characters' disillusionment and emptiness in their pursuit of consumer goods. By breaking traditional storytelling conventions, these authors invite readers to question societal norms surrounding consumption and reflect on the deeper meanings behind characters’ relationships with material culture.
• Evaluate the broader implications of consumerism as depicted in postmodern literature and its relevance to contemporary society.
  • The depiction of consumerism in postmodern literature serves as a mirror to contemporary society's challenges with materialism and identity. As these works illustrate the detrimental effects of prioritizing consumption over genuine human connections, they prompt readers to reconsider their own consumption habits. This evaluation reveals how entrenched consumerist ideals can lead to feelings of dissatisfaction and disconnection in modern life, encouraging a critical reassessment of values amidst a rapidly changing cultural landscape.

Related terms

Materialism: A focus on material possessions and physical comfort as a primary source of happiness and fulfillment.

Capitalism: An economic system characterized by private ownership of production and their operation for profit, often linked to consumerist values.

Cultural Criticism: A field that examines cultural artifacts, including literature, through the lens of societal values, beliefs, and ideologies, often highlighting issues related to consumerism.