Sociology Plus
Consumer Society Definition
The concept of consumer society refers to modern societies characterised by an increasing organisation around consumption, where the acquisition and use of commodities and services assume a central role in shaping social life, identity, and economic structure. This shift involves several interconnected changes, including rising affluence, falling working hours, and the transformation of personal identity from work-based roles to consumer activities. In this context, consumption is not merely about satisfying needs but is often driven by aestheticisation, the construction of lifestyles, and the use of goods as markers of social position. Consequently, the focus of social division has moved from class or race to patterns of consumption, where consumers gain authority over producers, leading to a dynamic where economic position increasingly supersedes political rights.
Characteristics and Dynamics
Consumer societies are defined by several key dynamics. Firstly, there is a general increase in disposable income allowing for greater spending on goods, leisure, and holidays. Secondly, the availability of more leisure time facilitates pursuits outside of employment, leading people to derive much of their identity from their consumption and leisure activities rather than their work. This environment fosters a consumer culture where the acquisition of commodities is organised around desires and daydreams rather than fundamental needs. Furthermore, acts of consumption and lifestyle choices are used as mechanisms for social differentiation, allowing individuals to signal their membership within particular social groups.
Theoretical Debates and Critiques
There is considerable debate regarding the precise characteristics and significance of consumer societies. While some argue that this shift empowers consumers, others contend that it merely represents an extension of capitalist values, exacerbating inequalities between the rich and the poor. A key sociological contention is whether consumption has superseded production as the dominant organising principle of society. Some critics suggest that sociological analysis has focused too heavily on production (paid work) and insufficiently on consumption.
Key Theorists
The study of consumer societies has been influenced by various theorists. John Benson summarised historical depictions of these societies as those where choice and credit are readily available, and social value is measured by purchasing power and material possessions. Jean Baudrillard addressed the role of consumption by arguing that productivist Marxist concepts were inadequate, redirecting attention toward sign-values, suggesting that consumption operates through a logic of signs rather than mere need satisfaction. Zygmunt Bauman, a major theorist of postmodernity, is particularly significant for asserting that consumption has become the dominant organising principle, noting that modern society now engages its members primarily in their capacity as consumers, driven by the expectation that needs can be met through purchasing power and social integration.