Consumer Culture

Somehow the idea of intellectuals deconstructing Enlightenment values that failed to enlighten and liberate while mindlessly participating in privileged consumer culture seems absurd. And the idea becomes more than absurd when it declares that the values that determine how I try to live my life are mere constructs based on style, not substance, that there is no rationality and truth, progress is a myth, and pluralism and heterogeneity are alternatives to mainstream, normative life. Of course, all of us who came of age during the sixties revolution of consciousness were creating and living these rejections and assumptions. But the hope was not that, in the inimical words of Terry Eagleton, “A radical assault on fixed hierarchies of value [would] merge[d] effortlessly with the revolutionary leveling of all values known as the marketplace.” In the rush to smash hierarchy, it seems the postmodernists forgot that it is necessary to smash capitalism as well.

The juxtaposition of two halves of page A12 in a recent New York Times couldn’t have been a more revealing testament to just how decadent, how obscene, really, our consumer culture has become. On the left side of the page was a Bloomingdale’s advertisement with an anorexic model decked out in a “dyed sheared mink double breasted coat.” On the right side of the page was an article detailing the incursions of Sudanese Arab gunmen into Chad, where they were killing and wounding hundreds of civilians.

How do these mink coated people live with themselves? I know that money buys you protection from things you don’t want to know or think about, but they do pick up the New York Times occasionally and see page A12, don’t they? Even if wealth is equated with success, isn’t there some line over which the excesses begin to bother them, just a little? Like “dyed sheared mink double breasted coats?”

Apparently not. Maybe this blog can’t really be separated from the one on Capitalism — cultural materialism is inextricably linked to an economic analysis — but there is still some part of me that believes there must be a human, gut level connection that transcends these analyses. I know, I know, this has been wrestled with by the likes of Rousseau,Voltaire, Locke and Weil and everyone one else worth his or her salt, but there’s just something about conspicuous consumption that baffles me. One clichéd answer is that once shopping and accumulating goods becomes the focus of your life, you can never have enough because then you wouldn’t have anything to do. But why does one think that shopping and accumulating goods is fun? I hate shopping: clothes shopping, household goods shopping, even food shopping. I rarely end up with any piece of clothing I truly like, buying toilet paper is boring, and I race through the grocery store as fast as possible so I can get home as fast as possible.

Maybe that’s my problem. I don’t particularly like leaving home. Home is my life’s work, essentially. It’s where I surround myself with everything, or almost everything (I can’t make my kids stay home forever) I value. Inside my passive solar adobe house I have access to an incredible music collection (Mark is an incomparable audiophile and our record collection is comprehensive); books I’ve read once, am waiting to read, and will probably read several more times before I die; a lifetime collection of art and photos on the walls, ranging from John Wenger’s spaceship landings, Mark’s contemporary santos (Emily Dickinson, Rene Magritte), and Alan Labb’s fat-bellied men to collages of each of our children from infancy to public school; our two dogs Django and Sammy, and Mavis the cat (who also belong outside, but seem to want to stay inside as they age alongside us); and various lifelines out—telephone, satellite internet, and satellite TV. Outside I have ten acres of pasture, orchard, vegetable garden, flower gardens, casita, river frontage, and small village life, which is both colorful, comforting, and fraught with annoyances, just like any other place one decides to call home.

Why do I need to go out other than to see some of my friends occasionally, go to a movie theater to see a first-run movie instead of waiting for it to appear on DVD (although I can barely stand the commercials and booming sound in the theater), hear some live music (there’s always YouTube), or god forbid, actually have to attend a meeting to cover it for La Jicarita News, the alternative journal we publish monthly. When we first started producing the paper we were caught up in the immediacy of the battles among the Forest Service, environmentalists, and community people over access to forest resources. Those battles, at least for the communities, were largely lost, and the Forest Service barely has a budget left to mark enough trees for community firewood. The environmentalists went on to other issues like wolves and salamanders, which fortunately don’t live in northern New Mexico (it was the spotted owl that started all the ruckus in the 90s when the enviros insisted it lived in our woods). While other battles still rage, over the commodification of water and the nuclear mission at Los Alamos National Laboratory, we see that our fourteen-year newspaper run may be nearing its end. We don’t even want to attend the few meetings we’ve determined must be attended to maintain our viability.

So because I don’t go anywhere, I certainly don’t need to shop for clothes. If I happen to find a good deal on a shirt or pair of shoes at the thrift store, which I do like to cruise through for additions to my cow collection or a file cabinet for 30 years of collected papers, I make it a policy to give away a shirt or pair of shoes I already own. One of my favorite entertainments is to periodically go through my closets and cabinets and throw or give things away. With tremendous delight I watch files of battles I’ve had with the Forest Service since 1985 burn up in the wood stove. I sigh with satisfaction when I’ve depleted a closet enough to be able to push hangers from end to end to see what I actually still own.

I chose time over money. If through some fortuitous circumstance I ended up in a life with both, maybe I’d like to shop, too. But if the “me” in that life was still the “me” in this life, I would hope I knew where draw the line in the sand. And a “dyed sheared mink double breasted coat” wouldn’t even be in my cultural vocabulary.