Watson discusses the culture in which today's society bases their livelihoods on what they have. What they can buy, and what they can't buy. Its an old fashioned way to gain prestige "by consuming wealth in an extravagant way." Even patriotism has now been tied to consumerism. For example, when the 2010 Olympics came to Vancouver, if you didn't own a pair of those mittens you were an outcast. Hudson's Bay Company sold merchandise at ridiculous prices so that Canadians could show their national pride.
Consumption is a way groups have gained identity. Consumption is also " an important site or gender construction in that the majority of everyday consumption practices are performed as routine and mundane work- usually by women." Consumption is a huge problem in today's society, and Watson goes on to discuss how Children are affected.
Children have always been consumers. However, stores opened up for children with parents who have excess money to spend on toys for their children. While parents have always provided the necessary tools for their children's livelihoods, people started on that and created a culture in which those with money can provide more toys for their children. However, Middle Class parents were excited to buy things that would promote their children's education. Such as books and things that would enhance the growth of their brains. Today's equivalent would be the baby einstein series.
The article talks about the consumption during the Holidays, "spend time together, spend money together." All Holidays are pushed months in advance. For example Halloween turns into Christmas, and Christmas into New Years Eve, and New Year Eve into Valentines Day, and then Valentines Day into St. Patricks Day. It continues on from there, and stores push this stuff so that people will continue to buy. It is how our capitalist economy makes money.
According to the article roles such as Santa Claus promote good behavior, and allow adults to reward themselves when they become older. Even the White House suggests that Children are consumers, by stating during the Child Health and Protection Conference that children should have access to their own furniture and toys. Urging parents to take their kids out shopping, and let them pick our their own things. Apparently this is how a child's personality develops. Hmm.
Consumption patterns changed, with more money going towards children in the family. This created a culture of marketing to children. In fact today, companies market towards teenagers within highschools because they have the most disposable income. The article states that they also have the threefold promise in which they are consumers, influencers of their parents, and future consumers. It is a genius marketing strategy. Marketing to children is a multi-billion dollar campaign, and corporations know that they can market to children, and that they will consume. This is because it has become a culture to have the newest, brightest, best thing to show off to other children.
"The cultural market place is a key arena for the formation of the sense of self and of peer relationships." Children as a group are more comfortable expressing themselves as active participants of globalization.
This Christmas stores are having blowout sales so that consumers can shop and buy for their children, in order to keep the economy booming during an economic decline. It seems odd that people have to buy things in order to protect the economy? Silly.
There seems to be a focus on children as consumers, and capitalist consumer culture markets towards children, because they have the most influence. It's disgusting, but genius.
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