Conspicuous
consumption is a pattern of behavior that has been observed since the 1800’s.
Wealthy individuals would buy enormous mansions, lavish goods, and expensive
hobbies to display their wealth. When the great depression hit this behavior
was not seen as frequently as in previous generations. At the end of World War
II there was another influx of individuals who choose to engage in conspicuous consumption.
The mansions that were built during the last period of conspicuous consumption
were now being sold to new individuals who want to flaunt their life style. This
desire to consume products that are associated with wealth may cause individuals
to leave city centers and urban communities in favor of suburban residences. In
the suburbs surrounding cities individuals can buy big mansions with garages
for their fancy cars that are located on big plots of land. All of the above
described traits are desirable because they represent wealth in our society.
This rate of consumption is an attempt for individuals to flaunt their societal
status. One problem with this pattern of consumption is which powers are deciding what goods are
labeled high class. Usually those producing the high value goods belong to the
top tier of the wealth distribution. This means the wealthy are producing goods for
other wealthy individuals to consume.
The
second and most pressing problem that is associated with conspicuous consumption
is the cost of the goods and services associated with high class. Taking cell
phones as an example, in order to appear successful an individual feels
pressured to have a smart phone. The smart phones have very high prices which
forces the individual to pay an exorbitant price to have the technology
required to fit into the modern age. Now a cell phone is not a necessity for
everyday life, but rather a symbol of one’s status. Those with low incomes will
often have phones from older generations, while those who have money always
have the newest model of the same phone. The state of one’s phone gives those
around the individual and immediate indication of what social; class that
individual belongs to. Often individuals
will put themselves into debt to buy goods associated with being wealthy. Having
the appearance of wealth will allow individuals to breach social circles they
may not have otherwise been able to, but at what cost.
Where individuals
can purchase these high end goods shows the stratification that takes place in
and around cities everywhere. Looking at the Chicagoland area there are many
outlet malls in the suburbs of Chicago. These outlet malls have high end goods
at cheaper prices, and just happen to be located near suburban centers. In
cities the stores that carry these high end goods have higher prices than their
suburban counterparts. But often those who live in the city have lower levels
of income than those in the surrounding suburbs.
Since
wealthy individuals are the ones producing the high end goods they are the ones
profiting off of the conspicuous consumption of others. A conflict theorist
would argue that the bourgeoisie is producing the goods, and setting a high
price in order to keep the proletariat who belong to the lower classes in debt.
This level of debt will eventually stop individuals from achieving class
mobility. According to a New York Times
article the wealthiest of America’s individuals do not purchase luxury goods,
they will buy similar goods at a lower price. Since they are producing luxury
goods and buying lesser products their profit margin is immensely higher than
those in lower classes. This again illustrates the point that modern society
has been centered around the want for profit.
If the
trend of conspicuous consumption continues the gap in wealth will only continue
to grow. The wealthy will keep producing luxury goods that appeal to
individuals of all social standings as long as individuals continue to purchase
them. These wealthy individuals who are producing these luxary high end
products also run the media outlets. It may not be the same people in charge,
but they all belong to the nation’s wealthiest people. This would imply that the
advertising through media will be for these luxury goods. This furthers the
vicious cycle of the wealthy getting richer and the poor slipping further into
debt. In America the level of conspicuous consumption is reaching extremely
high levels with and the national debt level is at an all time high. It is time
for individuals to begin to consume reasonably and acquire mass their own
wealth.
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