The Question:
Do you agree: “Individuals have become more and not less aware of themselves as critical agents through the process and practices of late modern consumption?” (Bennett, p. 56)
I partially agree and disagree. I agree in the fact that there exists such a great amount of competition that you will almost always get either a) great bang for your buck, b) a morally sound product, or c) all of the above if you take the time to pick the product that is right for you and make informed choices. So many options abound that you can be the most critical consumer ever if you want! You can research companies that are morally sound and then you can purchase accordingly, even though most of us don’t and couldn’t care less that the Nike t-shirts we buy for $20 from the Nike Factory Outlet was made by a person who was paid $0.05 in Nicaragua. But hey, WE got a great deal, right?
A really difficult thing to watch is the mindless purchasing of goods on Black Friday or leading up to the Christmas season (tickle-me Elmo, Nintendo 64, etc.) just because it’s NEW or it’s 60% off! Guess what! The companies who are selling these goods are banking on the fact that you will buy something that you don’t really want or need because they have convinced you that you DO, in fact, need it. It’s sick brainwashing really. And those of you who are convinced that the 60% off on your new digital camera is a good deal should take a moment to consider that the company is STILL, oftentimes making a profit from the sale of this product. They sure as hell aren’t losing money, because the object of a publicly traded company is to make profit for their shareholders. So, even though you think 60% off is a good deal, the company is still profiting, which makes you wonder why the price was raised 60% in the first place.
Don’t even get me started on advertising that sells directly to children who then effectively nag their parents until the parents grow so irritated and tired that they give in and buy their kids a plastic, piece of worthless shit that will get discarded in a week when the kid gets bored with it. I did it, you did it, we all did it. If I ever have kids, I will seriously consider having no television for several years.
