Sep 4

FROM CONSUMERISM TO COMMUNALISM…A PIPE DREAM?

 

 

Question. If the goods/services being advertised in the various media were absolutely necessary…that is to say they were ‘needed’ by the average human being (based on disposable income indicators), why do they hire actors or superstars to convince us? Why do they use near-naked males/females to stimulate the senses? Subliminal signs and sounds. Colour codes. And that’s just scratching the surface. If these goods/services were indeed necessary (not compulsory like motor insurance :)) wouldn’t the natural need for ‘things’, coupled with affordability, direct the human flow of customers to the respective ‘thing’? Furthermore, I just listened to a radio advertisement and, having a keen ear for voices, word choices, the authenticity and connection of the speaker to the overall message being conveyed, I found the tones of the characters used to be very robotic. Could it be the digital age compelling us to accept the monotonic tone of a robot to tell us what we MUST buy, lest we be haunted by a neighbourhood of fully equipped Joneses, left man/woman-less, lose street cred…or whatever the penalty implied in the ads for our NOT purchasing the goods/service being advertised. It all sounds like a subliminal stick up of the mind to me. There you are, torn between the items you absolutely MUST purchase and those you don’t get and then have to endure the shame, lower social ranking, poor self-esteem and feelings of inadequacy…in general the stresses arising from the knowledge that you don’t have the said high end commodity or the new brand of human weave, it’s much the same (especially if Mrs Jones/Lacretia respectively has one!!!). Exaggeration for some of you, but a real dilemma for others!

 

NO AGE LIMITS

 

 

Take your average teenager…my son for example…just 16 yrs of age and he has already developed a mild fixation on ‘the latest IPhone’. He is NOT working! How did the consumerism-wizards get a hold of these young minds that don’t earn a cent AND get them to convince us parents (whether by coercion/emotional blackmail) to spend so much (as a ratio of earnings) of our hard earned cash? Remember, I’m referencing the average and below teenager and don’t get me wrong, my son has an IPhone, but it’s certainly not the latest version…and he didn’t get this one ‘as it drop’ in the Apple stores! Case in point. I watched a YouTube video recently showing that a certain community in Liverpool (England), which was designated the ‘poorest’ part of the country, had record crowds at its Apple store in the town, on the morning of a new IPhone launch. Lines (‘queues’ for the British-British), were extremely long! The consumer bug had clearly bitten hard and embedded itself deeply in the psyche of those folk. Matter over mind you could say.

 

 

But what about us? Have you ever stopped to consider how badly bitten you are by the consumerism bug? How many things in your home, for example, are regularly used and not just giving you or the home-helper grief to dust each week? How triggered are you when the advertisements for, or even the second hand news about, the launch of the latest IPhone, BMW, Nike, Dolce & Gabbana …(I’ve run out of name brands as I’m a hopeless non-follower of fashion)…add your own brands here…then answer the question J. Now don’t be defensive. I am by no means judging anyone here, God forbid, I too am working daily towards a re-balancing of my life, re-evaluating what I need more of (which by the way is ostensibly non-material) and what I can identify as non-essential clutter (be it physical, mental or human), to lighten and simplify my life somewhat. My hardest trigger to resist comes from the vicarious pangs of wanting to help my son keep up his street cred amongst his peers, while pointing out to him that he must not put material things before people and a conscious livity, that the yearning for the IPhone is fed by the marketers who use their mind manipulation tricks, that keep persons reaching and reaching perpetually for ‘things’ that they don’t need. But heck. He’s been a great son, doesn’t ask for much, he did well in his CXC’s. Maybe just this once…let me check the cashflow? See, I’m not perfectly de-consumerised, but I plead Maternalism! 🙂

 

WHO IS AT THE CONTROLS?

 

 

So if we are all the consumer puppets, who/what is pulling our strings? Perhaps those benefiting most from the consistently turning consumerism treadmill, supported greatly by highly paid marketing houses and not forgetting the Joneses, who never fail to bring attention to their latest acquisitions. I heard recently on BBC Radio, which is one of the few media sources I still get a sense of ‘factual-ness’ from (remind me, that’s a different blog topic), that the top advertising agencies in the world now hire the top neurologists, to assist them in knowing how the human mind and brain work!!! Now that struck me, as a person fascinated by neurology, to the extent of becoming a Neuronet therapist to assist children with learning challenges, but I digress. Those corporately hired neurologists…by all accounts,  are not hired to find out what the REAL needs of consumers are…more so to further manipulate minds, to steer wealth/last pennies in the direction of capitalist giants. Case in point, right now ladies, count (in your head if you are not in close proximity to your closet); how much shoes yu have? Now, how many do you wear regularly? Ok, then. Nothing new here I hear you say, but as the mind manipulation will now be based on the latest neuroscientific research, developed by privately hired neurologists…advertisers will be taking the term ‘getting into our heads’ to new levels. As I think about it, these same neurologists could, if more morally than materially guided, be more useful to humanity by devoting their time and expertise to developing mental skills that foster universal harmony. Anyway. It’s not for me to judge, but I’m just saying, as a born-again marketer, preying on highly stressed and strategically targeted masses, through mind-bending advertising, just seems wrong-up! I don’t know if I will be classified as a whistle-blower, but I recall my marketing course had us exploring strategies for, ‘capturing’ the minds of the consumer, persuading them that they ‘need’ this or that product/service that they never knew existed. Keep them purchasing, working to purchase more, borrowing to purchase yet more, then, financially extended, family relations strained, health compromised and consistently exhausted, you convince them to take the commercially advertised drugs that will keep you going that little bit longer, without checking the cause of the pain, in between the commercially advertised 2 weeks vacations…after which, the pain still exists.

 

 

Wow. Not a very pretty picture, now that I’ve stopped to read back. So, let me change gear and share what possible alternatives there are for those of us still hooked by the consumer-chain yet open minded enough to explore an alternative ‘livity’… or at least ease up on the throttle of our racing consumption engine. I’m not advocating a cold turkey extraction from the consumer train…that would be tantamount to jumping off an actual moving train and experiencing the shock and resultant psychological disorientation…as you realise you have just taken your whole wardrobe of Gucci shoes and matching handbags to the charity shop! I know it’s not easy once you are entwined, to unravel the old livity and re-ravel a new one…without the proverbial ‘trappings’. See, we even give the ‘things’ a name representing bondage! So, let’s get creative, like the marketers of these multi-billion dollar advertising agencies…with their highly paid neurologists.

 

 

If George Orwell did it, picture this. We are now in the year 2030…

 

There will now be a one month intermission.

 

Log in again the first week of October to…

 

FIND OUT MAKEDA’S PROPOSED ALTERNATIVE LIVITY STRATEGIES IN PART 2 OF “CONSUMERISM TO COMMUNALISM…A PIPE DREAM?

 

 

About Makeda

A Chartered Insurance Practitioner and an ACII.

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