I. The Value of Consumption and Fashion

A. Negative attitudes toward fashion and consumption, revisited

1. Fashion is selfish
2. Fashion is superficial, appearances can be deceiving
3. Fashion and shopping are vulgar, robotic parts of mass culture, manipulated by capitalism and advertising
4. Shopping and consumption are female, not real work
5. Shopping is fun
6. Shopping and consumption are forms of cultural imperialism

B. These ideas are wrong, or, when they are right, they make fashion and consumption even more important to understand
C. Economic importance

1. Average American today consumes twice as much as in 1950 (Twitchell)
2. Other countries want to and are increasing consumption

 

II. The Opposing View: Downshifting and Voluntary Simplicity

A. Juliet Schor's critique

1. 1990s, 75-80% of the American public felt that we were too materialistic
2. Kids being killed for jackets, demanding $100 sneakers
3. Community activities replaced by mall visits
4. Environment can't sustain consumption levels, global warming
5. Labor conditions, return of sweatshops
6. Too much work, too little time for family, friends, or community

B. Diderot effect: (18th century, Denis Diderot)

1. Consumption demands more consumption in pursuit of the new
2. Cycle of work and spend, constant dissatisfaction

C. Downshifting: working less, spending less

1. Spend time on cooking, gardening, volunteerism, activities with family
2. Happier, more satisfied with life

D. Voluntary simplicity: careful budgeting in order to become financially independent
E. Downshifting and voluntary simplicity involve economic changes and attitude adjustments
F. Economists worry: decline in productivity, recession
G. Schor's response

1. Reduction in spending is gradual, economy can adjust
2. Reduction in spending includes reduction in work ==> no increase in unemployment
3. Employment structure could change, i.e. four-day weeks
4. Lower productivity can be combated through increased education, research, and development

H. Effects of fashion and consumption are ambivalent ==> make informed, conscious choices, confront ambiguity and contradiction