From Post Carbon Institute: http://www.postcarbon.org/blog-post/1786882-the-brief-tragic-reign-of-consumerism-and
by Richard Heinberg
Posted Jul 24, 2013
You and I consume; we are consumers. The global economy is set up to enable us to do what we innately want to do—buy, use, discard, and buy some more. If we do our job well, the economy thrives; if for some reason we fail at our task, the economy falters. The model of economic existence just described is reinforced in the business pages of every newspaper, and in the daily reportage of nearly every broadcast and web-based financial news service, and it has a familiar name: consumerism.
Consumerism also has a history, but not a long one. True, humans—like all other animals—are consumers in the most basic sense, in that we must eat to live. Further, we have been making weapons, ornaments, clothing, utensils, toys, and musical instruments for thousands of years, and commerce has likewise been with us for untold millennia.
What’s new is the project of organizing an entire society around the necessity for ever-increasing rates of personal consumption.
This is how it happened
Consumerism arose from a unique historic milieu. In the early 20th century, a temporary abundance of cheap, concentrated, storable, and portable energy in the form of fossil fuels enabled a dramatic increase in the rate and scope of resource extraction (via powered mining equipment, chain saws, tractors, powered fishing boats, and more). Coupled with powered assembly lines and the use of petrochemicals, cheap fossil energy also permitted the vastly expanded manufacture of a widening array of commercial products. This resulted in a serious economic problem known as overproduction (too many goods chasing too few buyers), which would eventually contribute to the Great Depression.
Industrialists found a solution. How they did so is detailed a book that deserves renewed attention, Captains of Consciousness by social historian Stuart Ewen (1976). Ewen traced the rapid, massive expansion of the advertising industry during the 20th century, as well as its extraordinary social and political impacts (if you really want to understand Mad Men, start here). Ewen argued that “Consumerism, the mass participation in the values of the mass-industrial market . . . emerged in the 1920s not as a smooth progression from earlier and less ‘developed’ patterns of consumption, but rather as an aggressive device of corporate survival.”
Continue reading at: http://www.postcarbon.org/blog-post/1786882-the-brief-tragic-reign-of-consumerism-and
