Birth of Crass-consumerism

               In today’s world of post globalization we are trying to find new means of marketing and communication. Every national and every company marketing person is confused with culture and the time tasted marketing strategies. We just turn the pages of A&M, Business World, Pitch and Impact relentlessly lingering on the case studies.  Every case study who talk about new media, cyber media or mobile telephony or personal touch.

               Marshall McLuhan has already insisted on the interpersonal communication and his recent theory of extension which proved to be real. What every the gadgets we use today for communication they work as our extension. They are altering our presence and making our life more dynamic. Today we think more about gadgets than the purpose of it.

               Parents seldom profess about cartoon TV channels, I never understood this stupidity. When all the cartoons are full of violence then how violence can be the entertainment of your children.  Violence is filled up with our lifestyle. The way we waste food in the dish, the way we behave with our subordinate or our servants, every where we are in the race of Alfa status.  Today when global giants come to Indian they do not face the problem of culture. They understand the Indians have adopted global consumer culture.

Let us understand what culture is?  Whenever I ask this question to students they reply Hindu.  Culture is “Every human society has its own shape, its own purposes, and its own meanings. Every human society expresses these, in institutions, and in arts and learning.” Raymond Williams has defined it.  Raymond Williams studied post industrial society.  His book Culture and Society made storms in 1958.

Edmund Burke who shows us, the individual is not simply a compendium of wants; human happiness is not simply a matter of satisfying individual wants; and the purpose of politics is not to satisfy the interests of individuals living now. It is to preserve a social order which addresses the needs of generations past, present and future.

               William Cobbett an English pamphleteer, farmer and journalist always professed that he was not a “citizen of world….” It is quite enough for me to think about what is best for England, Scotland and Ireland”. Possessing a firm national identity, he often criticized rival countries and warned them that they should not “swagger about and be saucy to England”. According to him identification with the Church of England “bears the name of my country”. Cobbett has been influenced  thinkers  such as Matthew Arnold, Karl Marx, Raymond Williams and Michael Foot.

Raymond William also refers William Blake for his opposition to hegemonic discourses, social order, church, and state. Although he was intensely religious and deeply engaged with the politics of his place and time. Raymond William made his vision clear

We find mention in Wordsworth’s Preface to Lyrical Ballads on historical and theoretical context of popular culture critique. While opening up the problem of the relationship between cultural reception and social behavior, and, more specifically, consumer practice, we find that what Wordsworth observed in his time a reaction to the emergence of certain practices and characteristics of popular culture, anticipating the critique of mass culture offered by modern contemporary critics; the passage also constitutes a very early participation in the debate over the privileging of high culture over low culture and the resulting conditions for the separation of the two.

             F R Leavis attacked the Victorian poetical ideal, suggesting that nineteenth-century poetry as it is the consciously ‘poetical’ and showed a separation of thought and feeling and a divorced from the real world. The influence of T. S. Eliot is easily identifiable in his criticism of Victorian poetry, and Leavis acknowledged this, saying in The Common Pursuit that, ‘It was Mr. Eliot who made us fully conscious of the weakness of that tradition’ (Leavis 31). In his later publication Revaluation, the dependence on Eliot was still very much present, but Leavis demonstrated an individual critical sense operating in such a way as to place him among the distinguished modern critics.

According to George Orwell the truth is it is all relative, in truth “Reality TV” has even less reality than does a TV show like Law and Order. The representations can only resonate and match our thoughts and feelings if they resonate with our pre-conceived notions.

           William Raymond proudly composed this question and its answer. What is culture? This is a persistent historical problem. All historians, especially cultural historians, hold a theory about culture, stated or not. This is also an intellectual historical problem in that, whereas culture is constantly theorized, perhaps over-theorized—every modern mode of thought involves a cultural theory—rarely are the origins and trajectory of the word “culture” studied historically.

Today when our life is dominated by gadgets and we are professing about technology. All we use and talk only trough social media. Which is an offshoot of mass media? Raymond Williams and his fellow think tanks have already put a light on this issue which shaped today’s crass consumerism culture.

           Today when we talk about Indian as an Investment destination and often wonder how these youngsters and some of the oldies are inclining towards new gadgets and technology, how they have altered their way of life over night. This inspired me to pen down an article on it.

          I sum up my discussion by the quote by Jackson, Nielsen & Hsu from a critical sociology of media by published in 2011.

“You are not only watching media, it is watching you.”

Published by Rahul Mate

Passionate about cinema, fine art, literature and photography, while teaching in media school Rahul Mate makes a little change into the life of people by connecting them with world of creative freedom.

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