University of Hawai‘i at Hilo · Hawai‘i Community College HOHONU 2012 Vol. 10 behind the capitalist machine. You Are What You Buy: Consumers are well aware of the unfulfilling nature of consumerism, but recognize that in our society Postmodern Consumerism and it is the only possible way to live. This does not mean the Construction of Self they take the topic lightly. British pop star Lily Allen is Danielle Todd known for her blunt, zeitgeist ridden, no-holds-bar lyrics English 465, Fall 2011, UHH whether singing about cheating boyfriends or her own grandmother. In her song “The Fear,” Allen takes on new In our postmodern society, few things play ground by expressing an emotion that is common to the influential role in our lives consumerism does. consumers everywhere. While the majority of the lyrics Consumption is intimately tied to the creation and express the singer’s desire to be rich and famous, the production of a sense of self. Few would argue that chorus explains what compels her: products are imbued with a greater significance than what their primary function may be. Today, it is virtually I'll look at the sun and I'll look in the mirror impossible to buy any product not embedded with certain I'm on the right track, yeah I'm on to a winner. symbols of identity acquired by the buyer knowingly or I don't know what's right and what's real anymore otherwise. Recognizing this, it is possible to draw the And I don't know how I'm meant to feel anymore conclusion that consumption functions as a way to create And when do you think it will all become clear? a sense of self. However, this is merely the tip of the 'Cause I'm being taking over by The Fear. (Allen) iceberg. The consumer may assume their consumption pattern sets them apart from the rest of society, marking While the lyrics seem simple, they are perhaps the most them as an individual, but this is a fallacy. Consumption clear-cut example of Baudrillard’s argument. The singer is one of our most creative and most restrictive practices. can no longer tell what reality is and is lost within the Due to this fact it must be concluded that consumer driven simulacra. In order to find some sense of self or purpose, production of self is less to do with “who am I” and more she dives head first into more consumerism, only making with “who are we” or “with whom do I belong.” There matters worse. Just as Baudrillard predicted, consumerism is no such thing as individualization no matter what we is a self-propelling system of which there seems to be no may think. Rather, consumption functions as way for the way out. Or as Allen states at the end of the song: “I am consumer to communicate with society at large where a weapon of massive consumption/And it's not my fault, they fit within the social structure. it's how I'm programmed to function” (Allen). It should Jean Baudrillard claims that consumerism, or late be noted that “The Fear” articulates a sentiment felt by capitalism, is an extension of his idea of the hyper real. society at large. It is not only about who the singer wants In his way of thinking, everything in our daily world to be, but who she wants the rest of the world to see her is a simulation of reality. The simulation is completed as. The expression of her wants or needs is indicative of through the production and consumption of goods. the way in which consumerism plays on the notion of Simon Malpas explains: individualization through consumption. Role of consumerism in our lives can be seen in The circulation, purchase, sale, appropriation a variety of ways. Frederico Garcia Lorca’s poem “Cry of differentiated goods and signs/objects today to Rome” vilifies consumerism. The poem focuses on constitute our language, our code, the code the darkness that comes into society by consumerism’s by which the entire society communicates and self-sustaining nature. He goes into great detail how converses. Such is the structure of consumption, consumerism has replaced God in society. Instead of its language, by comparison with which individual aspiring for love and peace, we wish for products. This needs and pleasures are merely speech effects has not only polluted the environment, but the very nature (Malpas 122). of humanity. In lines 36-39 Garcia Lorca shows how the system of consumerism does not live up to its promises: Drawing on semiotics, Baudrillard uses the sign/ “The schoolteachers show the children / marvelous signifier technique to explain consumption so that what light coming from the mountain; / but what arrives is a we purchase is not just a product, but also a piece of junction of sewers / where cholera’s nymphs scream in a “language” that creates a sense of who we are. For the shadows” (Garcia Lorca lines 36-39). This section Baudrillard, our purchases reflect our innermost desires could symbolize the promise of fulfillment consumerism so that consumption is caught up with our psychological is to bring to the masses, or children. However, it only production of self. Postmodern consumers can never be breeds disease. In his last four lines, Garcia Lorca fulfilled because the products they consume are only continues with “because we demand our daily bread, “sham objects, or characteristic signs of happiness” and / alder in bloom and perennially harvested tenderness, do not have any real power to bestow happiness to the / because we demand that Earth’s will be done, / that its possessor (Malapas 122). The empty, unhappy consumers fruits be offered to everyone” (Garcia Lorca lines 71-74). have no choice but to consume more products with the This statement clearly expresses the self-sustaining nature hopes of finding fulfillment. This is the driving force of consumerism. No matter how the public suffers, they 48 University of Hawai‘i at Hilo · Hawai‘i Community College HOHONU 2012 Vol. 10 will continue to seek solace in consumption, which only of unity within the style/tribe it nonetheless is made up begets more suffering and more consumption. of overlapping points of view. It may be best then to Whether individualization based on consumerism see style not as unity but as a “cultural expression of an is a blessing or a curse, whether it means the final step to aesthetic vibration, however harmonious or discordant,” personal freedom or being set adrift from all that is solid, invoking a meaningful resonance among disparate, even is not the point. The point is that fixity can no longer contradictory, social interests (Bradford 230). “Being be assumed; personal relationships and connections to togetherness” is the key concept of Maffesoli’s argument. social groups are always contingent; and, individuals With this point of view, consumerism ceases to be the must now scan the world to decide with whom or what production of individual identity. they wish to identify. Sociologist Michel Maffesoli’s Perhaps one of the most liberating forms of concept of “neo-tribalism” inspires this way of looking consumerism is the concept of making a new “self.” The at consumerism. Neo-tribalism is the result of “a spirit process of consumerism makes it possible for a person to of excess, of shared passions and rituals” as opposed move from one area of society to another independent of to the characteristically modernist faith in individual circumstances of birth, gender, or race. Advertising offers agency (Bradford 227). Maffesoli goes on to say that the the image of the transformed self; and consumption offers traditional values of “individualism, instrumental reason, the means of effecting that transformation (Stromberg). the omnipotence of technique, and the ‘everything is One of the best examples of this relationship can be economics’ no longer arouse the adherence of former found in women’s magazines. In a way these magazines times, and no longer function as the founding myths constitute a sort of meta-advertisement, an advertisement or as goals to be attained” (Bradford 227). Therefore in for advertising. Consider this 1985 subscription- correspondence to Baudrillard’s argument there is no soliciting letter for the women’s magazine Glamour: “If individual, we find Maffesoli’s conception of “being you'll give me just a few minutes of your time now, I togetherness.” Consumption has ceased to be about the honestly believe that I can help you change almost individual and to now be about the collective. anything about yourself that you want to...Begin the We mark ourselves as members of a tribe by using great and continuing makeover of you” (Stromberg). Not a distinctive sense of style. This may be best understood only does Glamour promise to give you hours of idle in correspondence with Dick Hebdige’s work with entertainment; they provide the opportunity to create a subcultures. According to Hebdige, subcultures function new self. The promised opportunities for transformation within the larger framework of society rather than are made more plausible, more desirable, and more opposed to it. Members of subcultures use the group’s necessary by articles that present various techniques of “style” to make a comment on the society around them transformation: every page of the magazine, whether an while simultaneously taking part in society (Hebdige). advertising or an article, offers the reader a possibility Examples of this would be Goths, Rastafarians, Punks, of salvation and the means of attaining it. This is most and Skinheads. All of these examples are extremes. evident in the form of the ever popular makeover.