Are You What You Buy?

Are You What You Buy?

As a society we are embedded in a culture of consumption. Consumerism brings out a passion in people to have things, be it objects or services that will make them feel better. This “passion” becomes a powerful force that makes people make some unwise decisions in their life. The money consumers spend on these goods could be going to the ever-surmounting needs for health care, poverty help, or other things that would help the society as a whole. This is why America is the prime example of a capitalistic consumer society and not a socialistic country. People want things for themselves before anyone else. All cultures need consumerism to survive, because we need food, shelter, and clothing and the last time I checked those things are not given to you at birth. With production comes consumption, but at what point are you what you buy? When we purchase something it is, generally speaking, an individual act; but it is connected to any number of things relating to our socio-cultural identity.

One generalization that I think most people live by is that there are a small percentage of people, usually with high socio-economic status who are the trendsetters of the world with the majority trying to be like them at any cost. With this has come the rise of consumption of the finer things in life because of the people we see on TV or read about in magazines. As we buy these products it can be the whole experience that makes us want the product so bad. Usually to buy nice things that celebrities or athletes wear you have to go to a nice store, which is aesthetically pleasing and filled with other trend setting and attractive people. Then as you bring up your product(s) to the counter you interact with people, in so exemplifying your high social status and your own trend setting capabilities. This follows suit as you come home with your high priced product in its highly labeled shopping bag and finally wear it out in front of your peers.

What could boggle many people, especially older, is that why would anyone spend $200.00 on a pair of sneakers? It could be the claim by the advertisers that it will make you jump higher, run faster, or really “Be like Mike.” Or it could be just the simple reason of that you like the way they look and feel, which usually never goes well with parents. From my experience, and especially one I can remember from my childhood, playing on my middle schools basketball team where all of us wanted to wear the exact same pair of black Air Jordan’s with black Jordan socks. I had already bought some shoes but as soon as the season was approaching and the new edition came out we were all obsessing with having them, especially since our best player on the team had just got a pair. After a few days of constantly asking my parents gave in and I was ecstatic. My favorite part about getting new shoes was going to the store and looking at all the shoes on the wall but knowing that I was getting the best and most expensive pair. “Kids can recognize logos by eighteen months, and before reaching their second birthday, they’re asking for products by brand name. By three and a half, experts say children start to believe that brands communicate their personal qualities…”( W109R 43).The next day was great and although not everyone could afford the shoes everyone who started that year did have the all black Air Jordan’s and we looked great.

Consumption can also be looked at in the form of the store and how its design and the feelings their designs are meant to generate. At the top of the store group are boutiques and boutique like stores that are usually smaller, artsy, and portray a more exclusive customer base. You usually find very unique products at boutiques, which also mean higher prices because of the exclusivity. At clothing style boutiques that I have seen the employees are usually dressed very stylish and generally quite attractive. These stores often provide the shoppers with a feeling of superiority that further separates them from the rest of the consumer society. Supermarkets on the other hand are designed for function, carrying all sorts of foods, household products, pharmacies, banks, and even coffee shops. I think supermarkets are a part of consumer society that attracts all types of people because of the human need to eat. I think that the massive amount of products at a supermarket makes people linger around and therefore