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Consumer Culture

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on 18 November 2014

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Transcript of Consumer Culture

Which would you rather have?
Worth of Product
Pop Culture
People see these images, see how many other people "like" them, and now they want the same products.
Everyone follows the trend.

(e.g. Uggs.)
Consumer Culture Controlling the Public
Effects of Product Deprivation
The soma is gone...
My life is over!
Consumer culture
by Carolina & Jesse
“One believes things because one has been conditioned to believe them" (207).
Brave New World
"The more stitches, the less riches" (104).
At a very young age children have been conditioned to buy new things as opposed to mending them.
unproductive time and
no spending
-time used efficiently
-happier workers
-group identity and less individuality
The Purpose of Free Time ...
Social Consequences of Not Spending
Consumer Culture (noun)
A system in which consumption, a set of behaviors found in all times and places, is dominated by the consumption of commercial products (Google definitions).
-People from a young age
are still conditioned to spend

-The environment in which a child grows up influences their spending habits
Brave New World
When adults teach
their child to spend, it
becomes a
[Deltas]"Deprivation of soma - appalling thought!" (185)
In some cases,
when adults teach their
child not to spend the child

feels deprived and becomes
a spender as an adult.
After the Savage threw soma out the window, "For a moment the khaki mob was silent, petrified, at the spectacle of this wanton sacrilege, with amazement and horror. [...] A great shout suddenly went up from the mob; a wave of movement drove it menacingly towards the Savage" (187).
The public is dependent on their products for:
-feeling of safety
Take the product away, the public is:
-feeling threatened

Imagine losing your phone...
Would you feel distraught / agitated?
Most people
on their phones, among other products.

People are upset when:
- they lose their possessions
- someone is keeping their possessions from them
- a product they need is not available
- they cannot afford to buy it
Might as well be a deprivation of a paycheck.
The Savage Reservation is such an undesirable place because of the
of fancy, luxurious products.
A person's happiness depends on his/her
, and the amount of
they have (so they can buy more). We always want to make stuff "mine".
... is to consume!
Brave New World
Brave New World
“Books and loud noises, flowers and electric shocks - already in the infant mind these couples were compromisingly linked [...]"
Books and flowers are unacceptable forms of entertainment.
No money is spent
reading or sniffing flowers.
Acceptable forms of entertainment:
-travelling & helicopter rides
-obstacle golf
-shopping (for contraceptives, clothes, latest products)

If people are not spending (or earning money) they feel like they are
wasting time
Activities such as:
The worth of a product is often
determined by its:

- reading
- playing cards
- taking a walk
-actually talking and socializing
... have been labelled as "lame".
When Linda returns to civilization, she desperately clings to soma. Because she's been deprived of it for so long, she's more dependent on the product.
Taking away a product creates a craving.
Instead, "cool" activities include:
- going to movies/game/concert
-night out
(spending money)
Only activities that cost money are worth your time.
Expensive activities are better.
People feel insecure when they are not seen with popular and expensive things because they want others to know they
own items of worth.
In the savage reserve Lenina says, "I wish we could have brought the plane [...] And you feel so small when you're on the ground at the bottom of a hill" (93).
Have you ever heard the question
"Who are you wearing?"
People only care
about the

of the product, not the true quality of the product.
Which is real?
"Come to the Stay-Awake-A-thon! We have
Which apple is better quality?
We assume that when something is
more expensive
, it is
better quality.
Omg she's not spending, what's wrong with her? Hahahhahahaha! What a freak.
When in doubt of
what to do...
: "Ten minutes
later [Lenina and Henry]
were at Stoke Poges and
had started their first
round of Obstacle
Golf" (54).
Even when people talk, it's still about consuming.
Brave New World
Fanny says about Bernard, "'They say he doesn't like obstacle golf... And then he spends most of his time by himself -
.' There was horror in Fanny's voice" (38).
People who don't spend are
by society.
Money is often the most desired object; it is an extrememly effective motive. With money comes freedom.
You can do whatever you want if you're rich.
Money also means

Who doesn't want to be this guy?
When money and rich people are glorified, the consequences of being seen as poor can be
"Poor" is synonymous with:
Poor people are pitied, and not seen as full members of society.

He's living the American dream!
In the student community, not spending is also seen as
. Who reads nowadays?

Instead, we spend our time at Starbucks or at the mall. We're
to spend time doing activities that require spending money.
Brave New World
"'Going to the Feelies this evening, Henry?' enquired the Assistant Predestinator. 'I hear the new one at the Alhambra is first-rate [...]'" (29)
The citizens want to feel like they belong, therefore, they enjoy the
same pastimes
Pop culture tells us:

-What to do
-What to look like
-How to feel
In order to do these things we must
that they belong, they recommend activities and talk about social events that have occured, as opposed to actually being social and discussing deep and thought-provoking things.
Like the citizens in Brave New World, we also try to
prove that we're with the trend
. Selfies itself is a trend; it is also a way for us to show the world that what we are consuming is "in".
Pop culture is created by the general public, by our likes and dislikes, which then becomes other people's likes and dislikes.
When an important person
starts a trend it becomes a part of pop-culture. They are ultimately a
Bethany Mota AKA "Macbarbie07"
The Great Gatsby
Gatsby throws elaborate parties and buys expensive gifts- all costing a lot of money- but ends up dead.
Even though he loves Daisy and uses money and fantastic items (according to society) to lure her in,
the value is not enough.
He ultimately lies to himself that by buying expensive things life will be better. People are the same in today's society.
Golly me, that place sure looks nice!
Brave New World
The government advertises that soma will solve all of society's problems: "Anybody can be virtuous now. You can carry at least half your morality about in a bottle. Christianity without tears- that's what
is" (210).
Advertising is similar to conditioning. When everyone thinks the same way due to conditioning, it is easier to control the public through advertisment.
Products are being designed to be purchased above all else. How well the product works comes second.
By pushing us toward certain products, the government is controlling how we spend our money and time.
The Savage says, "Nothing costs enough here" (211).
To conclude...
Essentially, we believe that
the value of the products we
buy is greater than it actually
Mindless masses of consumers
What truly matters is individuality. Consumerism makes it too easy for society to be happy because it turns us into
indless masses.
What do you call a consumer who tricks him/herself into being satisfied with their stuff?
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