Grsj224/Consumer Culture And Identity Construction

Introduction

Today, consumer culture, or the idea that there exists an endless range of products, built to satisfy the needs and wants of populations of people, inherently drives, shapes and molds our societies. According to Statistics Canada, in 2015, the average household expenditure in Canada was approximately $82,697 annually, with the expenditure covering everything from food, to education costs, to clothing and accessories. Comparatively, the average household income in 2011, according to Statistics Canada, was $79,600, immediately presenting a conflicting and somewhat ironic situation that very clearly depicts the problematic role consumer culture plays within a postmodern and neoliberal society.

Consumer Culture

By creating a culture that forces people to be dependent on products for happiness through promises of fulfilled satisfaction, consumerism therefore creates a culture where people seek this satisfaction within romantic relationships and sexual partners in the same way. In placing value on the products purchased, and belief in the marketing attached to said products, individuals are giving in to the idea that the product is the key to their own satisfaction. Owning the right product, or buying the next newer, shinier and better product will result in the ultimate happiness. When this is translated into people’s intimate relationships however it presents a problem as people begin to see their partners as products or investments, with physical, social and emotional satisfaction being the ultimate reward.

Impulse Buying

Consumer culture also plays a role in the uncertainty many individuals face when constructing their own idea of self and identity within their own societies. By encouraging an ideology that temporary is necessary in order to find perfect and permanent, consumer culture forces people into a psychological space where the precariousness of romantic relationships causes individuals to question who they are and what they really want. In their article “Technologies of sexiness: sex, identity, and consumer culture,” Adrienne Evans, Sarah Riley and Avi Shankar discuss the connection between neoliberalism, consumer culture and female sexuality arguing that within neoliberal discourses, consumerism has reconceptualized the idea of sexuality and femininity for many women. Through the sexualization of culture and products marketed towards aiding in women’s sexuality and therefore femininity, the consumer culture has taught women a different way in which to form their identity, one that involves constantly seeking satisfaction through products.