Consumer Culture and the Manufacturing of Desire 3/28/07 (189-235)

The idea of abstraction referred to by Sturken and Cartwright, though perhaps valid and backed by proof that I may not be aware of, seems a little outlandish. The definition of abstraction itself may be accurate; however, its application to today’s society seems less appropriate than the book makes it out to be. Personally, I understand their argument, that as willing or unwilling consumers, we are advertised to using various forms of marketing about what “we will have.” However, in my personal experiences and observation, technological changes in everything-ranging from cell phones to video games to computers- will make what we are supposed to have outdated before we even buy it.

When I think about the BMW commercials, which are definitely cool, I see them more as incredibly expensive movies to promote the BMW brand. Perhaps I see them differently from the average consumer, but to me, they neither seem to stand as stand-alone movies or projections into the “future,” unless one simply has the money to purchase one on the spot. Does the commercial make me want to have a BMW? Not exactly, because I used to want a BMW before this commercial and now don’t care about having one too much.

I will argue that as consumers and perhaps because of the increasing use of pervasive advertising in our everyday lives, that consumers continue to look for “what’s next.” By this, I mean that the attention span seems shorter than it used to be. After attending a seminar on money-making, I realized that every 20 or so minutes, the speaker went off topic and rambled off into a story, whether it be about his personal life, body-building, or another topic unrelated to the topic he was to speak about. He soon revealed that he told stories as a way to keep our attention, because the average person has an attention span of about 20 minutes. As consumers, I think we are beginning to get bored more easily than ever before, because of the rapid pace of technological change, the inevitable and increasingly unavoidable pervasiveness of both web and non-web advertising, and the changing nature of information mediums and learning.

I agree with what historian T.J. Jackson calls the “therapeutic ethos,” though not to the extent that the book describes it to be. I have personally seen the proof that Protestant work ethic, civic responsibility, and self denial has been replaced with concerns for spending and satisfaction. I do not want to overstate the current situation, however, as many are still concerned with both earning and saving money. I would argue that with the constant advent of new developments and advancements in goods such as Ipods and newer Ipods and new services such as Laser Eye Surgery and Lyposuction, that if people can afford them, they will most likely spend their money on it if should they have a relatively valid reason. Interestingly, with my friends, I see the difference in this trend between those in relative poverty and those in the middle-class. For those in more poverty, the degree of spending and freedom of spending is restricted more to necessities. However, this disparity in wealth cannot easily be observed at first glance.

With regard to commodity fetishism, I personally find it quite amusing and humorous, rather than effective in manufacturing my desire to go out and purchase products. Though I understand the connotations and ideas marketers aim to promote- namely, mysticism, wealth, class status, tradition, “cool-ness,” among countless other things, it just seems silly and overdone at times. In many of the commercials nowadays, other attractive devices are thrown together with a product, almost at random at times, and sometimes, at the point of being completely random.

The Wealth of Networks

Some of the first thoughts that come to mind when reading this article are that we may someday actually end up like the Matrix. Ok, perhaps not like the Matrix perse, but according to this article, which seems to be headed in the right direction in regard to the future of mankind and technology, much of mankind will be connected through networks. In this network, masses of information will be shared in this gargantuan connection of bits, information, and all else that is transmitted through the internet. Possible, yes. Ideal, I wouldn’t say so. The point made about internet democratizing brings to mind the people who do not have Internet. In times when technology is improving rapidly and becoming more sophisticated as we speak, people who do not have the technological resources or even the resources to purchase such vital tools will be left far behind. In this sense, the gap behind the tech-savvy and the not so tech-savvy will widen. With regard to socioeconomic levels, those at the bottom will be left in the technological dust, whereas people at the forefront of technology, and income, will continue to pave the way for technology to further impact mankind and its everyday activities, thereby leading to further potential gaps in not only achievement, but in basic common understanding, which will create numerous divides: divisions between frequent, casual, and hardcore internet users, and then divisions among those who do not have access to the technology required to participate in this changing age.

The idea of isolation referred to by Benkler is easily supported by one of the projects recently done in class, that of narcissism. Though the ideas are somewhat different, the basic concept of one resulting in isolation, at least to some extent, remains the same. Narcissism leads to a society in which people care increasingly about themselves, which is similar to the different groups that correspond to different colors in the article that isolate themselves and their traditions and habits. This could potentially lead to a further segregated society, or a society in which different segments are so individualized and specific that they resemble nearly different worlds in themselves, which would further separate the common bonds that string humanity together. On a lighter note, they could also unite people of common interests and backgrounds to have a strong, tightly-knit community, which would make members of each individual group happier. It is obvious, however, and very apparent, that the theories and ideas proposed by Benkler will most likely come true. Xanga groups, facebook groups, and various grouped blogs and sites have already created niches that support Benkler’s assertions. Hopefully, in the long run, the good will outweigh the bad.

Scientific Looking, Looking at Science

In looking at this picture and making sense of it or even before that, deciding how to make sense of it, one may think that I am an artistic photographer. One who also believes in the objectivity of images, essentially photographic truth, may admire my artful pose as I snap a picture of the person in the red shirt. If being categorized scientifically, Sherlock Holmes may belittle me by saying that I lack intelligence and "have less frontal development" than he expected.

However, as with any other image, photographic truth is, for the most part, a myth. However, the definition and its ability to be proven true or false depends on what type of image it is applied to. Also, the correct, legitimate application of the concept of this truth depends on the merits, type of image, and its significance. For example, I'm sure people could care less about this picture of myself. I, however, care about it because it features me in a somewhat cool-looking pose.

In regard to the above ideas, I don't think I'm overly not intelligent, but I do not think that I am very artistic, but this picture makes me look it, which is why I like it.