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HISTORY: CONSUMERISM


For most of the history, the vast majority of the inhabitants of the land did not have anything.
Other than the clothes they wore, some of the dishes, a saucepan and a saucepan, and maybe a mash, and if things went well, there were equipment for agriculture.
Nations and peoples remained poor
Global GDP has not risen year after year. In 1800 poverty was as widespread as it had been since the beginning of history.
But in the early 18th century, in the countries of Northern Western Europe there was a remarkable phenomenon.
The economy began to expand and wages rose
Families that did not have any money to spare the day.
They found that they could shop around to buy small luxuries: comb, mirror or extra spare parts of underwear, pillow, thick shoes or a towel.
Their expenditures produced an effective economic cycle
The more they spend, the bigger the business and the higher wages.
In the mid-18th century, observers realized that they were living a transitional period
The historians then described the first consumer revolution.
In Britain, change has been more noticeable: new and massive industries have emerged to meet demand for goods and under a wide range
On goods that were once the preserve of the rich alone.
In the cities of England, you can buy furniture from different markets
Pottery and tableware as well
Hats, shoes and dresses that have emerged in the best-selling magazines such as The Call of Fashion and The Lady.
Clothing designs and hair sheets, which have not changed in decades, are being renewed year after year
Most of which went in very expensive and impractical directions.
In the early seventies, there was a madness of decorating the wigs, making it very long, and no one could reach it except by standing on a chair.
It was fun for the cartoonists. Consumer developments were very dynamic
Dr Johnson (Riley) wondered if the prisoners would be hanged in a new way as well.
The Christian Church saw the matter, but did not approve it.
They threw bitter sermons against the new materialism.
They call it vanity, and vanity is a sin. Children and girls were to be kept away from shops
God will not look kindly at anyone who is more interested in home decoration than the state of their lives.
But the intellectual revolution has now seriously changed the understanding of the role of vanity in the economy.
In 1723, a doctor from London named Bernand Mandevil published an economic paper entitled “The Legend of the Bees”
Which claims that centuries of moral thinking and religiosity have created rich countries.
Thus becoming, safe, generous, honest, strong and energetic.
He was a very small, indifferent and apparently invisible activity:
Shopping for fun.
Consumption for what Mandeville called was unnecessary: ​​caps, hood, gloves, and butterflies.
Soup soups, shoe covers, and hair clips that thrived by the national engine.
The government was allowed to do practically what the Church only knew about the sermon in theory:
Making a real difference in the lives of people who are weak and poor.
Mandeville says the only way to generate wealth is to ensure that demand for ridiculous and unnecessary things is high.
Certainly no one was invoked to porcelain, silk handbags, slippers and ice cream
But it was a blessing to be driven by their desire for fashion, ….
In such trivialities, it is possible to build workshops, train trainees and fund hospitals.
Manfidel surprised the audience by deciding the decision he had taken: either the nation would be lofty
In a high spirit, intellectually rational, but dirty and poor. Or to be slaves to welfare and idle consumption, and very rich.
Mandeville’s dark thesis went on to convince all the English-speaking economists and politicians of the 18th century.
Yet there were some departures from the new economic orthodoxy.
One of the most enthusiastic and passionate voices, the great Swiss philosopher, Jean-Jacques Rousseau.
Was shocked at the impact of the consumer revolution on the morals and atmosphere of his hometown of Geneva.
He called for the return of the oldest and simplest style of life.
A pattern he had lived in the Alpine villages or read about in the accounts of North American tribal travelers.
In the remote corners of Abenzell or the vast Missouri Forest
At that time there was no interest in fashion or any ingenious work on the hair.
Rousseau recommended closing the Geneva border and imposing stifling taxes on luxury goods.
So that people’s energy can be redirected to intangible values.
Looking back with loyalty to Sparta’s simple spirit.
However, even if Rousseau did not approve of Mandeville, he did not seek to deny the basic premise behind his analysis.
It really turns out to be a choice between corrupt consumption and wealth on the one hand, and good self-control and poverty on the other.
It was simply that Rousseau, unusually, preferred credit for wealth.
The themes of this debate have dominated economic thinking ever since.
We are re-seeing them in the ideological arguments between the capitalists, communists, the free market and the environment.
But for most of us, the debate no longer matters: we simply accept our living in consumer economies
Even with some unfortunate side effects:
Advertising, unhealthy food to us, and products that have been separated from any reasonable assessment of our needs.
All this versus economic growth and rising employment we have chosen wealth on virtue.
The admirable acceptance of this dualism is what supports the approach of many pop artists in America in the middle of the 20th century.
For example, Claes Oldenburg has developed a reputation for modern consumerism, many of which are related to foods
And mass production on a massive scale, usually in outdoor areas of vibrant polyester vinyl.
In the squares of the city, where one might once have expected to find statues of honor for political leaders
Or one of the religious saints, one of which is now hamburgers, giant cheese, fried potatoes with ketchup or perhaps the most famous works of Oldenburg
Stainless steel 12 meters, inverted ice cream cone.
Oldenburg’s extensive editions of small things drew our attention to the odd dependence on
Modern economies on the overall consumption of what, in human terms, some products that do not remember.
The Oldenburg scale was silly superficial.
Because they reflect their actual importance in our collective economic destinies.
However, Oldenburg also appeared to concede
It was strange to live in a civilization founded on the back of cakes and local tomato paste
He hinted to the seabed through the shrinking appearance of many giant burgers, fried sausages and pizza.
The only question that is rarely asked is whether there is a way to ease the choice of frustration
To take advantage of the best aspects of consumerism on the one hand and the higher mentality on the other, without suffering the worst aspects:
Moral decay and deep poverty.
It is possible to develop a society that allows consumers to spend, thus providing jobs and care
Yet what kind is directed to something other than vanity and ignorance?
Would we shop for something other than worthless things?
In other words, can we get wealth and a degree of virtue? This possibility is where we find some interesting hints in the works of Adam Smith
An economist of the eighteenth century, often known as a fierce defender
On all aspects of consumerism.
But in fact, is considered one of the most intelligent and visionary analysts.
In his book “The Wealth of Nations” published in 1776
Adam Smith seems to be more than willing to concede the main aspects of Mandeville’s argument:
Consumer communities help the poor by providing jobs that are based on satisfying what is often rather
Purchases without optimization. Smith was ready like other economists
To ridicule some consumer options while expressing their consequences.
All these embroidered lace wipes, jewel boxes or mini-tables made of cream for dessert.
They were backward, but they encouraged trade, created work and generated enormous wealth
Therefore, this outcome alone can be firmly defended.
However, Smith held some wonderful hopes in the future. He pointed out that consumption
It was not comprehensive for trading trivial things.
Saw the expansion of the Edinburgh Book trade and knew how much higher education was in the market.
I realized the amount of wealth accumulated through the construction of the magnificent new city and the Niagara in Edinburgh
Understand that humans have many high needs that require a lot of work, intelligence and work to achieve them
But it lies outside the capitalist institution as envisioned by realists like Bernard Mandeville.
Among the need for education, self-understanding, beautiful cities, the reward of social life.
In Adam Smith’s view, the ultimate aim of capitalism was to address happiness in all its complexity.
Psychologically and apparently not physically.
Capitalism of our time has not succeeded in resolving the embarrassing differences set by Bernard Mandeville and Jean-Jacques Rousseau.
We hope in the future that we do not need to make money from exploitative, silly or chronic consumer desires.
We may also learn to generate huge profits from helping people as consumers and producers in this important and truly ambitious area of ​​their lives.
Capital reform depends on a strange and sensitive task
To discover a new kind of consumerism.
The concept of economy focuses on the purchase and sale of services and goods that focus on our high needs.
Translation: Team translated @Autrjim
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