Tag Archive for 'Consumerism'

Living in a material world

“Have nothing in your house that you do not know to be useful, or believe to be beautiful” — William Morris

This year, my New Year’s resolution is that everything in my house must be either useful, beautiful, or both. If successful, I will waste less money and leave a smaller eco-footprint, simply by cutting out unnecessary spending on unnecessary products.

But I’ll be honest: while those are two goals that I very much aspire to, the only reason I am confident of keeping to it is because of a third reason, which is the joy I get from having things that I love, and the relief I feel once I finally rid myself of things that I don’t love. It’s a strategy that usually works well for me. I don’t do well with being told what to do, even when I’m the one doing the telling. So I’ve given up doing that, and instead look for better, more enjoyable alternatives. Rather than force myself to eat less dessert, for example, I buy better, more satisfying desserts that don’t leave me wanting more when I’m done.

Christmas is of course an excellent time to do this, providing an immediate source of both good and bad examples. The satisfaction that comes from a genuinely useful or beautiful item compared with the disappointment of taking home something that you neither want nor need has provided the necessary motivation.

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OMG! Only 32 bucks in discretionary spending today! The economy is finished!

… of course I am unstimulated, being neither a pensioner nor a family. But for what it’s worth, I bought Barbarella: Queen of the Galaxy and Urban Legend at Rocking Horse, contributing to alt.music store sales and the retail sector employment prospects of rockers in skinny leg jeans.

Bernard Keane has a very informative piece in Crikey today wrapping up all the hysterical coverage of Kevin Rudd’s Christmas fiscal stimulus spendathon. Random vox pops on tv news shows and a News Limited online survey, naturally, prove that the payments will be saved rather than spent, thus confirming Malcolm Turnbull’s talking points, of course. Forget Treasury estimates that 70% of the stimulus will be spent.

What’s going on here? I think partly we’re seeing the 24 hour news cycle at work – anything that happens has to be pronounced instantly a success (boring) or a failure (exciting!) on the basis of scant anecdotal evidence and off the top of the head commentary. God forfend that we could wait for the December retail sales figures. But the media/politics/commentariat bandwagon will have moved far on by then. An alternative hypothesis from Keane:

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Creeping pinkification: “the persistent feminization of unisex commodities”

In breaking news, marketing drones continue to lack imagination, sticking to the apparently conventional wisdom that if you want women to buy things that both men and women tend to use and want, just run up a version in pink and do a fluffy/flowery/frilly ad campaign. Butterflies are good. In June last year (in an essay provoked by the launch of a special shopping flight from London to Paris named Fly Pink) the Guardian’s Vicky Frost summed up the extension of pinkification from childhood to adult women as follows:

It is now possible for women to experience their entire day in pink. You can work out with a pink yoga mat and weights; adorn your windscreen wipers with pink wiper wings; cook dinner on a pink George Foreman grill and style your hair with hot-pink hair straighteners. You can even see off would-be attackers with a powder-pink Taser gun.

My response to the whole Fly Pink concept was this photo-essay, Puking Up Pink. Documentations of the pink consumer ghetto on feminist blogs abound, especially the Pink Alley in toy departments, but it is the continued extension of pinkified marketing into the adult world which is being most keenly examined. Twisty anayses the latest version she’s found: women’s vodka.

vodka_girly
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