Lecture 6: Consumption. Review by Georgia Clayfield

Georgia Clayfield. During our sixth week of Popular Culture and History, We looked at the idea of consumption with an aim to examine its cultural functions.Focusing on the growth and development of our consumer society we were able to trace the beginnings of consumerism within the U.K back to the 1930’s. During this time Britain was introduced to electricity thus sprouting new industries selling commodities such as televisions, Record players and refrigerators. The term Fordism which refers to industrial mass production on items such as cars, highlights the economic and social structures within society which arguably provide people with a sense of freedom and choice. However Many question if we are actually empowered by the act of consumption or merely manipulated into what Marx called a state of false consciousness. Adorno argued that consumerism is a passive act in which individuals are sold a variety of the same thing and in order for this to work the masses are dumbed down and manipulated. In our Key reading by John storey we were introduced to the idea that consumerism is an act of escapism which we as individuals can control. The steady growth of consumerism after two world wars allowed people to become more aware of the world outside of Britain and after a while Britain was subject to what’s known as ‘Americanisation’. The demand for places such as supermarket’s, fast food restaurants and coffee bars soared during the 1950’s providing consumers with affordable luxuries. It could be argued that consumer society has a direct link to many sub cultures that have arose over the past 6 decades, take for example the ‘Mods’ who thrived on fine suits and sophisticated coffee. The collective act of consumerism arguably produces a sense of community and yet at the same time sells the ideological image of individuality. This can also apply to Influential musicians such as Elvis and the Beatles whose music and image were sold in order to make as much money as possible.