Continual Renewal of Possessions as a Status Symbol in Consumer Society

Abstract

The cultural phenomenon of consumerism is dynamic in nature, transforming over the course of time. Consumption gives rise to specifically defined values, which are based on strong attachment to material objects, high awareness of fashion trends, and the chase after novelty (which ultimately turns out to be illusory and false). Such attitudes put great emphasis on constant consumption, and as the industry of the consumer civilization keeps spawning more and more new gadgets, this only stokes the flames of desire for continually acquiring new possessions. Consumer society is dominated by the imperative to perpetually renew one’s personal possessions (the principle of permanence). Industrial production is driven not just by certain needs, but by the continual rise of demand. It is geared towards manufacturing an increasingly large amount of items, including those that have little practical use but are considered to be prestigious status symbols. With the fashion constantly changing, consumption turns into an endless process. By buying the latest models of certain items, consumers show the people around them that they are keeping up with the times and following the imperatives of fashion. This is their way of constructing their identity. By ceaselessly acquiring new goods to retain their social status, consumers follow the behavior pattern that is forced on them by the consumption infrastructure. They show their independence by being dependent on fashion trends: such is the paradox of consumer society. It must be noted that the constant renewal of personal possessions has an adverse impact on the environment.

Keywords

• culture of consumption
• consumerism
• disposability
• fashion
• capitalism
• infrastructure consumption