Is Shopping Political?

Is Shopping Political?Is shop governmental?This reports autochthonic aim is to react the caput whether or not is shop political? In order to delve into this statement, this report leave alone be fragmentize into sub-headings creating a commentary around the various political trends amongst the atomic number 18a of consumerism. These sub-headings will range from theories on false needs, to backlashes against the system much(prenominal) as Anti- disgraceing, and honorable consumerism. This discussion will allow for the examination of how these actions transpire the arna of consumerism into a political environment. Whilst examining these political statements, the second aim is to apply the wide regalia of differing ideological paradigms that ar amongst the governance of the eitherday. Then using them in-conjunction with the previously mentioned areas, it will then conclude by answering the question at hand.Firstly, the statement is shopping political? is in itself a hard q uestion to define, as shoppers make their decisions based upon a wide category of ideas, which goes get ahead than the confines of price or convenience (Petrocelli 2013). These next paragraphs will explore the wider dimensions of shopping.Temples of Consumerism (False needs)(Apple 2012)This im hop on depicts an Apple shop releasing a youthful advertize of the iPhone, where hundreds of people are waiting to purchase it. This event to some(prenominal) is a seemingly normal occurrence in everyday life. However some theorists have looked deeper into these events with a more critical eye. Herbert depravecuses one dimensional man concludes that nightspot today is distorted and this so called consumer indian lodge and the political sympathies of corporate capitalism has created a second constitution of man which ties him libidinally and precipitously to the commodity form (Marcuse 1964 p.11). This quote and picture generates an extremely valuable auspicate for todays society, as if we examine the constructs of our culture every advisement, every commodity, generates an image that without these materials we will not achieve any form of independence or happiness.Marcuse likewise points out that these false needs are postcode to do with our basic needs like clothing, or shelter. They are represent upon us by elites to alienate and re-press society, making us blind to the lawful imperatives of this world. For example one does not need a million switch mansion. Yet, one will work 70hours a week putting them low constant stress or even to die prematurely for this so called need (Chernus N.d p.7) instead of focusing issues much(prenominal) as poverty. Neo-Marxists are withal sceptical of this addiction of commodity fetishism arguing it organises our lives in an exploitatory way. Evidently, we dont feel like victims in this controlled society, in fact we feel very much liberated. But, this system outlines that that possessing, consuming, handling and constantly revitalizing these gadgets (Marcuse 1964 p.11) is the true form of freedom.Baumans theory Liquid life evict also be use to comment on the oppressive nature of consumerism. To back up Marcuses argument, Bauman stressed that the very nature of still life creates a dependency on these gadgets. But he also ack instantlyledges that those hot-headed or desperate tolerable to try and defy the odds well-endowed against them risk becoming outlaws and outcasts (Bauman 2005 p.6). Creating an assumption that liquid life not scarce controls an individual, but those who attempt to defy it risk being alienated, for example the phenomenon retentivity up with the Joness, could be an example of liquid life as we feel compelled to better ourselves over others, otherwise we feel materially deprived.Marcuses thesis on false needs is an exceptionally good check of thought into the examination of how authorities is embedded within the purchase of commodities. However, this kind of m onomania and repressive nature of shopping, does not sit well with post-modernist theorist Roland Inglehart. Whom would argue that the idea of purchasing goods does not ineluctably mean oppression. As Ingleharts theory is very much embedded with Maslows Theory of tender Motivation, he argues that because we no longer have a come in relationship to the imperatives of economic security (Inglehart, 1977p.991). Citizens will then desire terrestrial goods as symbols of affluence (Inglehart 1971 p.991). This standpoint suggests that the idea of purchasing luxuries should be celebrated, payable to the fact that we are now in a society that underside afford to do so without fear of economic restraints.To conclude on this section the capitalist system has truely created a high dependency on false needs. We are programmed to achieve personal needs not because we truly need them, but for pure gratification, driving many into debt.Anti-Branding(Sony 2011)With the exit sub-heading examin ing the oppressive nature of shopping, this section will examine a ill-tempered backlash that has emerged out of this critical thought. Anti-branding is a growing resistance to transnational brands and corporate globalisation (Hollenbeck 2006 p.479). What seems important to note is that historically these kinds of backlashes are intertwined with Lefebvres social space theory, on the grounds that it tended to use an occupation of a physical space such as 1968 student protests. Yet, in this globalising age with the ease to obtain technology, protests are transpiring into virtual spaces. The internet is fix the balance of power between customers and companies, customers are using this as a tool to achieve louder voices (Pitta and Fowler, 2005 cited in Farshid et al p.1) without the constraints of time or location.The ideas of Baumans, and Marcuses arguments that capitalism corrupts, is being slowly eroded by Ingleharts postmodernist analysis that we are rationally informed political actors. As this wise technology like the smart phones has paved way for the consumer to communicate, discuss and allow freehanded amounts of information, which isnt necessary from ruling elites or corporations. With theorists such as Naomi Klein in her book No logo she commented upon the culture jamming phenomenon regarding it as identity politics goes interactive (Klein 2000 P.289). With these points in mind it does suggest that politics is within these protests.Nonetheless, a counterargument that can be raised is that it has become more and more difficult to define a brand name, due to the fact it is now applied in all manner of products and even politics itself. come to Tony Blairs Cool Britannia campaign in 97 this was a brand name link up to a political party, but was branded in such a way to represent a cool empty talk that stood for Britains film and music scene etc. A large majority of individuals got behind this movement. However, using a Marcusian standpoint it coul d be used to suggest that this kind of branding is actually salutary a window dressing and the political undercurrent for oppression remains the same it is expert more sophisticated in its implementation.Ethical Consumerism(Hempout 2013)Highlighting the various backlashes against consumerism in the previous heading, this subheading will explore how new politics has emerged from these protests. Campaigns such as the Nike Anti-Sweatshop campaign, aimed at raising awareness about the labour conditions in company owned factories in developing worlds, can be associated with the certain anti-branding campaigns. But these new movements could be argued to have laid the foundations to larger movements such as consumer ethics.The incorporation of ethics into consumerism has created a case for is shopping political, on the grounds that this ethical nature has led to turns in practises of companies and law itself. For example Canned tuna companies were pressured by means of consumer boycot ts to end search practices that endangered dolphins before governmental legislation mandated such (Marzocca 2012). This kind of moderateness can be connected again with Ingleharts post-materialism thesis as certainly movements have relied upon communications between political actors like environmental, reliable trade and Human right groups. The barriers in which we gathered information has ceased to dwell creating an informed citizen.Continuing, the emergence of ethics it can be used as a critique to the so called manipulated consumer standpoint of Marxists. As, evidently personal attitudes and purchases are now informed by ethical or political assessments of affair and government practices, so when consumers deface or scrutinise their practises it is essentially a globalisation of individualism. This argument can be very much linked to the Feminist ideology who saw that the person is political. With that being express the consumer is therefore acting politically and is less b rainwashed than we thought. The standpoints from the Chicago school of economics that protests are due to individuals being unable to conform to society are therefore misguided. On, the grounds that in todays society there are agents who monitor public opinions (UKPOM) and trends, suggesting that it is no longer enough for corporations to focus on shareholders goals but, they are evaluated on their ethical and moral value (Takala 1991 cited in Uusitalo 2004 p.214). Thus, implying citizens do not possess cognitive inadequacies as proclaimed by this school.ConclusionConcluding, on this report with a reection on the whole debate of consumerism, just because this act of shopping does not necessarily follow the traditional rhetoric set by politics with a capital P, this does not mean the impact isnt just as significant. Examining theorists of the everyday such as Inglehart, Marcuse and Lefebvre they clearly suggest that politics is among shopping on many different levels. In order to an swer the question of this report, the most convincing form of politics in shopping is dictated within the area of ethical consumerism. The idea of this phenomenon is not situated at one particular company or government it is an annexe of the larger political movements such as new social movements whom are also striving to achieve the same ends through more contemporaneous measures like lobbying or protests. These new social movements are the foundation to new political subjects, the creation of new political spaces (Lefebvre), and ultimately changing the information on what we mean by society (Marcuse/Inglehart) (Carrol 1997 cited in Harter 2011 p.15). There is a sizeable power the shopper holds in relation to the purchasing of goods as if shoppers change the way they shop or perceives a business, it means that these institutions have to accommodate to the new paradigms set, emphasising that shopping is political in both nature and in action.ReferencesApple. 2012.Queue for the Iphone5. image online Available at http//cdn.recombu.com/mobile/images/news/M18273/1348218725.jpg Accessed 5 Mar 2014.Bauman, Z. 2005.Liquid life. Cambridge, UK ordinance Press.Chernus, I. n.d. Herbert Marcuse A Critique of Consumer Society. e-book Available through colorado.edu http//www.colorado.edu/ReligiousStudies/chernus/sixties/Herbert Marcuse.pdf Accessed 3 Mar 2014.Harter, J. 2011.New social movements, class, and the environment a case study of Greenpeace Canada. 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