Poster, M. (2004) ‘Consumption and Digital Commodities in the Everyday’. Cultural Studies 18, 2/3, 409-423.
Hello bloggers! Below is my presentation for this week, any problems/misunderstandings just let me know? If not, happy blogging and I look forward to reading your comments xx
Poster begins by detailing the inescapability from perpetual advertising and the pressures to consume, within contemporary society. He is evidently not in favour of the omnipotent presence of consumption. According to Poster advertising (as the vehicle of consumption) infiltrates into our homes, our work environment, in fact every aspect of our lives. It can be identified that consumption blurs the boundaries between public and private spheres which is an indication of its strength and importance within present society.
Continuing with the theme of binaries, Poster discusses how there has been a division between the consumption/production binary which highlights a ‘unique type of human action’ created by consumption. Different people consume in varying ways and all consumption patterns are subject to change over time thus Poster argues that if one was to identify common features within consumption then it would be possible to label such a practice as a cultural construct with set patterns. This would then possibly refute the notion of individualism which is closely linked in with consumption.
There is discussion upon postmodern consumption patterns and according to Poster the onus is on ‘multiplicity’. Modern consumption was laden with fixed ideas whereas postmodern consumption allows for diversity and change. Poster argues that consumer culture no longer trickles down from the upper echelons of society but in fact climbs up from the lower classes. However a contradiction to this argument is the notion of celebrities setting trends and encouraging consumption. Wealthy celebrities continue to influence the lower classes in society who in turn often strive to imitate them; thus I am not entirely convinced that there is now a climbing up as opposed to a trickling down within consumer culture. An additional disparity between modern and postmodern consumption is that within the former products represented status whereas in the latter period products express one’s identity. Consumption is thus part of self-construction. For more details upon consumerism within postmodernity and liquidity in terms of identity see Zygmunt Bauman.
The final subheading within the article is titled ‘Digital Media and Consumption’. According to Poster digital media transforms both the cultural object and the subject position of the consumer i.e. the cultural object is open for recreation and in turn makes the consumer the creator (e.g. several different audio sources can be merged and altered by the consumer to create a new audio). However Poster also details how there are numerous elements in place to restrict such creation of the consumer and there is a desire to create a ‘pay per use’ digital culture.
Poster concludes the article with suggesting how consumers are expressing resistance to consumer capitalism. With the cultural object as digitised it is possible for the consumer to ignore it via different means. E.g. adverts on TV can be avoided by changing channels or muting the sound. Additionally the development of digital TV recorders enables the user to select automatic elimination of commercials. Thus there are options available in contemporary society to avoid the bombardment of the consumer culture. However Poster suggests that capitalism always has alternative techniques to ‘sustain the market culture’. What do you think....?
Discussion points:
*In contemporary society, can an individual be economically/politically/socially successful without being an active consumer?
*Are consumers merely passive dupes or active agents?
*Consumption is closely linked to femininity as females are placed on the passive side of the passive/active binary. What are your views upon such a connection?
*Do you agree that the consumer becomes creator in the digitized world or are there too many prevention mechanisms in place?
*Is it possible to ever be completely free from the pressures of consumer society or is society too heavily laden with images/texts of consumption?
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12 comments:
I think this article raised some interesting points of discussion.
Answering the first question, I think we would first have to define what succesful means in this sense. lots of money? power?friends and family? I guess though, in a capitalist society, success is most often associated with power and wealth. And if this is the case, I don't think it would be very easy at least to be succesful without being an active consumer. Think of for example what all the bussiness people wear-expensive suits or outfits that tell the clients ect. that they can afford an expensive suit. I think it is about credibility as well, you wouldn't trust a person wearing torn jeans and old sneakers.
I don't think that advertising is not 'reaching' us if we choose not to receive it by for example muting the television on every commercial brake. In the capitalist society it is very hard to avoid being influenced by ads. However, i wouldn't say that the consumer is totally passive in their decisions. This is because human being is an active interpreter, meaning that every time we watch news or ads or whatever, we actively interpret the information,and only 'take in' what we need or want to hear. For example think of a commercial brake during your favourite series. You lie there watching the ads but only the ones that you have a pre existing interest to, you will acknowlege. I.e. If you happen to need a new bed, the Harvey Norman ad would get you attention but if you don't have babies, the nappy ad would never get very far.
I think in digital world the consumer definetly has more possibilities to create and influence others. if thinking about the passive/active distinction, Surfing the net is definetly more active experience than just watching television, as you constantly engage and make decisions online. I think when it comes to the prevention mechaninsm, they are mainly the technological abilities that need to be learned. I mean, the possibility to create is definetly there but the restriction is in us, in our human abilities to understand and use computers.
Ok, gotta leave some energy for the other presenations too (if there is any?)
Thanks for Autumn's presentation! It's great to analyse and think about how media is associated with the consumption, and how it targets on our identity during this everyday life-practice.
Firstly, I don't agree with the classical theory for consumers that "consumers are all passive". As consumers are no longer passive in postmodern era, according to Poster's context. Consumption has pushed invention and innovation as Poster stated. For example, appliances were 'luxury goods', soon after its appearance in early 20th Century, but now they become a part of our our life. Thus consumption benefit us by the creativity generated from itself. Furthermore, I think an active/passive consumer is defined by their consumer patterns, regardless of their gender (although consumer are increasingly marginalized as "passive, uminportant or 'feminine'"). Also it's no longer defined by social status or ethnicity. E.g. the emergence of various fashion styles such as Gypsy costume. Perhaps the consumption is another pathway of perpetuating another culture, which is diiferent from the dominant "white" society.
I guess that it is a kind of "consumer culture", which exists in nowadays and roots in ourselves. the personal and socail freedom can be achieved through wealth and from purchasing. And its assocaiation with media is significant. Since the various promotions are via advertising on TV or Internet etc., and lots of the entertainment such as movies help us to enjoy via consumption. Consumption is a kind of pleasure rather than a pressure I think, as it's a way of expressing themselves.
But I realize that there's an interesting fact that if consumers unsatisfy with the product, they will make 'complaint' on the Internet by rewriting lyrics of songs(paricular in Hong Kong and China), or uploading videos on youtube, to express their anger; rather than the normal approach to appeal on the authoritives e.g. Consumer Counsel. Perhaps it can be linked with the idea of 'pranking' or 'culture jamming', which conducted by Adsbuster (in the same week's reading).
Poster’s article conjured up images similar to that of Germaine Greer’s ,The Whole Woman and Betty Friedan’s The Feminine Mystique. The consumer is predominately female and a ‘housewife’ whose purpose is to buy more objects or products to fill the home. Consumption does seem closely linked to femininity. Why is it so unusual that as a woman I can’t stand shopping?
I am not sure how ‘passive’ female consumers actually are though. Is the passive dupe consumer shopping at one supermarket and ignoring the others because they cannot be bothered travelling to other supermarkets? Does this make active consumers the shoppers which actively hunt down bargains (if so, then how much value to they place on their time)? Considering women within the passive dupe or active consumerism bind means that either way something is being consumed. Therefore men must also consume, as passive dupes or active consumers in someway.
An adbusters ad really highlighted the strength of consumer culture. The ad (http://www.adbusters.org/campaigns/bnxmas) encouraged people to boycott Christmas presents, an strange request given supermarkets started selling Christmas decorations in September. Christmas also highlights the way we express ‘love’, the willingness to purchase, and therefore, consume presents. I also image women are more likely then men to complete the Christmas shopping. Still, fighting the daily and constant advertising pressure to consume suggests the chances of people not purchasing Christmas presents seem is unlikely.
In response to the final question, I personally think in modern Western society it is virtually impossible to be free of the consumer culture. I like to think of myself as an individual who acts independently of trends and ‘crazes’. However when I look at what I’m wearing and all the expensive goods I’ve accumulated over the years, I see that this ideal is not really true.
I still get a buzz buying new shoes or a new surfboard. I despise the idea of pumping my hard earned dollars into massive corporate brands, yet most of my clothes are produced by these companies. I don’t see the point in having a mobile phone that is basically a laptop, yet I find the thought of owning an ‘iPhone’ extremely appealing. I despise those celebrities who flaunt their collection of expensive cars on TV, but I’m sure if I had the money I would abandon my beat up old bomb and surely buy some stunning European automobile, complete with navigation and dvd playing capabilities.
Hopefully, not everyone is like me though I fear a majority of us will experience similar cravings. I do not really know how this came about but I bet the answer lies somewhere within this consumer culture I was brought up in. Studying marketing and communications at uni has really opened my eyes the subtle and not-so-subtle ways that we are manipulated into consuming things that we really don’t need.
I think Apple is the master of this. Flaws in products produced by Apple are constantly being pointed out. But people just can’t say no to those catchy dancing ads and the sleek white designs that the company is renowned for. Even though I recognize this myself, I recently bought my third iPod (all the rest broke).
I think it takes a very strong person to resist the attempts by companies and the mass media to prompt us all to buy, buy, buy. Sure you see some people walking round in plain white t-shirts and shorts that have been worn for 10 consecutive years, but I think those of us who crave the feel/look of some fresh denim far outweigh these lucky souls.
Finally, I just want to point everybody in the direction of an article by Angela McRobbie called Young Women and Consumer Culture which deals with feminist theory with regards to the consumer culture. I found the discussion about the effect Sex and the City (the movie) has had on young women extremely interesting. Definitely check it out!*
* You will have to go to the library website and ‘super search’ for the article. The reference is: McRobbie, A (2008). ‘Young Women and Consumer Culture’ in Cultural Studies. Vol.22, iss. 5, pp.531 – 550.
Thanks Autumn.
I would like to respond to your question about consumption being linked to femininity because females are placed on the passive side of the passive/active binary.
I disagree with this, as I believe womens consumptive behaviour is due to other factors, not that of passivity.
Firstly I view women are quite intelligent, aware consumers. I work in advertising for a women's magazine, and our research finds that while women are responsible for about 80% of all purchases this is not to do with their passivity. Rather, we find that women are far more discerning consumers than men, as they have generally had far more experience, and know what to look out for.
Secondly, womens traditional roles as mothers and home-makers have meant that they have generally been responsible for more purchases such as grocery shopping, clothes shopping and gift purchasing. This is not to do with their passivity, but more to do with their roles. A lot of women also really enjoy shopping.
Saying all this though, I do realise that a huge quantity of marketing campaigns are aimed soley at women. I do believe that women are also more likely to buy products that they do not necessarily need (health and beauty products, excessive amounts of clothing and accessories etc). I wouldn't put this down to passivity though, I would suggest that instead, women are more aware than men of how others percieve them, and how they would like to be percieved. Women are also more conscious I believe of fashion and trends and the need to keep up with these (women are huge buyers of gossip, fashion and beauty magazines).
In my opinion, therefore I do not believe women to be overly passive consumers, rather, I believe they are high consumers because of their traditional roles, interest and enjoyment in shopping and their knowledge and experience with shopping.
Hmm Im not sure about the connection between female passivity and consumerism...no doubt many adverts are geared towards women and there is this idea that women consume pointless amounts of clothes, shoes and whatever else. Society clearly has a part to play in pressuring people to fit within a certain mould - i guess in this sense you could see advertisers as the driving force behind people spending more money.
I don't think its an entirely valid statement to link females to consumption though - there are certain markets for men too; I think its just the markets for women are more visible and more emphasized. If you look at the amount of marketing towards men now too - it is clear advertising goes both ways. eg. I was reading somewhere how size 0 male models were in because skinny jeans were the latest fashion...also the whole idea of the metrosexual man has been promoted heaps alongside female fashion.
Capitalism is an inherent part of society these days...if you don't have a job you're looked down upon. If you make heaps of money what do you do with it all?? You spend it. Maybe if we lived in a communist system it would be different...but there is this underlying force which says: study, work, consume, die...and the cycle continues. I don't think you can really escape the concept at all - unless you live without any form of mass media in the middle of the country or something. Society pressures everyone to make as much money as they can and spend it on more items - so I think its inevitable most people will continue to spend and spend.
I think the internet has opened up a wide range of choices for consumers though - people are definitely active(well I'd like to think so anyway) when buying products - ie. they can check for product details online and see how it compares to items at the shop, then ask for a discount if the online price is cheaper(or just buy it online altogether).
Consumers can also largely be their own creators now in the digital world - especially with sites such as ebay and etsy: DIY shops are definitely viable avenues for people to make money. There are also heaps of websites these days which let you custom create basically anything you want - from tshirts to buttons to clothes...in this way the internet has really allowed people to produce their own products and provide alternative options.
Digital tv also helps stem the flow of advertising to the consumer - which is why many advertisers are now looking for ways to revive their business model. Internet advertising is now gaining popularity and banner ads now dominate some popular websites. While this can be seen as the transferral of ads from the old to new medium, the power and control of the consumers definitely help to disparage the effect of ads on people. Targeted ads are being used more often though...it'll be interesting to see how internet advertising develops in the future.
(Sorry this was kind of a long comment :P)
I found this quote which I thought provided a simple answer to the question "Can society ever be consumer free?",
“People recognise themselves in their commodities; they find their soul in their automobiles, hi-fi sets, split level homes………social control is anchored in the new
needs which the consumer society has produced." (Marcuse,1968:24)
The rise of the consumer culture is a phenomenon characteristic for the twentieth century and therefore I propose the answer is no, in the contemporary world society cannot be consumer free.
This raised a new question for me,
To what extent are we controlled by the consumer society we live in?
Ritzer (1999) refers to the places in which consumption takes place as “cathedrals of consumption.” He argues that there are obvious cathedrals of consumption such as the supermarket, internet shopping or the shopping malls, but also ordinary everyday locations, which we would not associate with consumption, such as the railway station, the library or even our living room at home. Everywhere we go we are surrounded by cathedrals of consumption which aim to entice us to consume.I personally support the view that the cathedrals of consumption, when taken together, create a rationalized iron cage from which it is difficult, if not impossible, to escape.
I definatley agree with Poster that advertising has infiltrated every aspect of our lives, often without us being aware of it! We are influenced by advertising in all of our life choices including health, education, employment, housing, retirement and I could go on forever with this list!
However, i think as consumers we can be active in our choices by being concious of advertising and marketing and making informed and educated descisions. I do believe that we infact have a great amount of agency in the choices we make. The market is so saturated with different choices and products that we are in a way forced to research and become informed before we make a descision. We also have the power to return unwanted goods should they not meet our requirements or perform the job they were advertised to do. The internet has made making an informed descision in regards to our purchases far easier, with access to various sites containing reviews from other consumers and detailed information. This is especially important when making large purchases such as a car or a new tv.
I also think it would be difficult and bordering on impossible to avoid becomming a part of 'consumer culture.' Today's environment is so consumer driven that should we choose to not become a part of it we would be left behind in comparison to our peers. Take owning the latest television for example. If I still had an old model that I have had for the last 20 years, I would not be able to get digital tv and therefore my viewing would be limited. Or if I chose not to buy a dvd player, I would not be able to watch movies as it is very hard to find a vhs tape these days. Society is so shaped around new advances in the belief that the masses will continue to buy the latest product.
I don’t think consumers can be described as passive dupes. We may not have a choice as to whether we are swamped with advertisements for every product available but we are in control of how we respond to these ads. We have the choice as to whether or not we need or want what we see advertised. We also have an active role in what we choose to consume.
I don’t think it is possible for anyone to be completely free from advertising. If we’re not getting it through the tv, radio, newspapers or billboards then at the very least we’re being exposed to advertising through the clothes and brands that people are wearing. After all we are all walking advertisements. However I don’t necessarily see these advertisements as a pressure. I don’t feel as if I’m being forced to consume, it’s a free choice we all have.
Thanks for a great presentation Autumn.
I believe that consumption is an active part of every person’s life. As stated above, unless one lives in the middle of nowhere and their only consumption is that from their own land, ie veggie garden and cattle, it can be presumed that being a consumer is an active part of everyday life. We all go to the shops and all purchase goods be it food or clothing. There is also certain pressures within society (especially within this generation) to have the ‘latest phones’ or ‘newest shoes’. Just look around uni one day. You are bound to see numerous people with the new iphone or a D&G hand bag. Having something new is desirable and in a sense gives a person status. While possessions may not define who you are nor be a symbol of one’s success they do give a person a status that others may desire.
In regards to women as consumers I do agree with the fact that shopping is closely linked with the women and femininity. However I do not think that women should be considered passive in terms of consumption. It is unfair to place all women in a category of impulse buyers who can be conned into purchasing anything if asked. I know myself that I will usually think about my purchase and I don’t just buy something because I’m told too. These days with the development of technology such avenues as the internet can be used for researching products. Then there are also many men who enjoy shopping and are even worse than women. I think that shopping is not something that can be considered gender specific and men can be just as passive as women when purchasing goods. As times continue to develop and change I think that we will see a shift in the idea that shopping is largely only for women.
On the advertising note...Facebook and Myspace sell information to markerters and such I think, which then targets consumers more specifically. Apparently people already tell their friends/family about brands they like - so facebook has now made it so people can now choose what brands to promote and what not to promote through these social mediums.
For example, if one person likes a particular movie, they can choose to advertise it by posting a note or something so all their connections can see it.
I guess in this way, advertising is progressing in a way which completely encourages individuals to advertise and consume of their own accord...
In response to the last question Autumn suggested, I'm going to be realistic and say that I doubt it is entirely possible for us to be free of the pressures of modern consumer society.
I was watching Midsomer Murders the other day, and believe it or not, one of the scriptwriters must have had their weet-bix that morning, because one of the characters said (and this has stuck with me) "that the disease of modern life is Chronic Dissatisfaction."
Which I think is a very appropriate phrase for our purposes here, it sums up perfectly the endless drive for consumption that we experience in contemporary western society. It's all more, more, more.
And drawing on Poster's reference to individuality, the concept of individualism that we value so highly perhaps isn't so strong when faced with the unsustainable push to consume the same pool of products as everyone else. This relates well to the little iPod experiment we did in the workshop for this topic: the iPod is effectively marketed as individual, just like you and me! But really, we are all consuming the same narrow pool of products, pressured constantly to consume and upgrade and buy. To detach yourself from our consumer culture would take a very, very concerted effort to pretty much disconnect from the media and the messages we are given from so many channels in daily life.
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