Commodified Culture

You have probably seen the commercial. A young woman walks into the kitchen of a very posh house and places two sets of keys down on the counter and smiles at her husband (presumably). They race out of the posh house and stand beside two brand new GMC trucks (costs, appx. $50,000.00 apiece). One truck is blue and the other is red. The man points to the blue one, but his wife has already claimed it for herself and he weakly smiles as he realizes that the red one is his.

I have borrowed the words of Robert Heilbronner to help us grasp what is wrong with this commercial, so typical of those we see on our television at this time of year. To begin with these are apparently Christmas presents that the woman has bought for herself and her husband. Thus begins the set of problems this commercial sets before us.

Christmas is not all about getting, though the commercials like this one would lead us to believe it is. Granted, if all are expected to get something at Christmas then someone must be giving, but the point is moot because the scenes we witness again and again are about the joy of receiving, not giving. So that’s the first problem. A season of giving has turned into a season of getting — and we mustn’t ignore the sad faces of the little children who may not get anything this Christmas. Heaven forbid.

The second problem is the fact that these expensive gifts are now the aspiration of a great many people in this country most of whom could not even dream of spending that sort of money to buy Christmas presents. So it breeds resentment, of which I have spoken before: the frustration and anger that arise because others have things we want for ourselves. But the fact that we want these things is a fact that rests on the virtual certainty that the marketing forces that rule the media have convinced us that those expensive toys will make us happy.

The third problem suggested above, is that the woman’s behavior in claiming the blue truck which her husband clearly wants shows us her selfish desire to gratify her own pleasures and to ignore his — again, getting takes precedence over giving. What started out to be a gift turns out to be a sort of booby prize because the man has the very thing he wants snatched away from him by the giver, in this case his wife.

But beyond these obvious layers of message, and there are many when we reflect on commercials, is the growing evidence that ours has become indeed a commodified culture that stands or falls on the willingness of consumers to buy things they do not need simply because they have been conditioned by the “hidden persuaders” that they want them.  Therefore they must have them. Need is forgotten. Wants trump and they are easily created by a media that has become very astute at sending messages, both conscious and unconscious, that help us decide what sorts of things will make us happy.

And here is the nub of the problem. It is bad enough that we have become a society of blind consumers, but it adds to the problem when we realize that Christmas time, starting these days immediately after Halloween, has become all about getting things. Getting and things: two concepts that are at the core of a commodified culture. Thus, a season that is supposed to be all about love and peace on earth, is now about getting the stuff we want, regardless of the cost. Period.

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