Summary of chapter 3 of the book Consumption and lifestyles a short introduction, written by Dieter Bögenhold and Farah Naz. This is literature for the course lifestyles and consumption at Wageningen University.
Summary of the book Consumption and life-styles: a short introduction, written by Dieter Bögenhold & Farah Naz
Chapter 3 – Consumption within the history of economic and social thought
Consumption research has been carried out, but it has always been a little weak. The focus has
mainly been on societal production and wealth generation within the economy and society, and
not enough on the division of consumption. The degree and variance of social inequality were of
prime interest since this was regarded as the principle conflict of modern societies.
Karl marx and the interrelationship between production and consumption
Karl Marx wrote two opposing view. The first can be formulated like “material being determines
consciousness”. According to this consumption mirrors the material situation in society. The
second view of Marx is found in his book Foundations of the critique of political economy. Marx
writes that production is not the main basis of society. He describes how production and
consumption exist together as a circular flow. There is a close interrelationship between the
two.
- Consumer generates production: The consumer generates production in two ways. 1)
They develop abilities in production, and they expend them. 2) production consumes
raw material in order to produce.
- Consumer effects production: Products only become real products when it is used,
according to Marx. Consumption creates need; motive; and object that is active in
production as its determinant aim.
- Production produces consumption: This happens by created material for it (object); by
determining the manner of consumption (manner); and by creating products in the form
of a need for the consumer (motive).
Consumption sits on the line between economy and society. Consumers are the starting point
for new economic activities by sending signals of need. Many of these needs are socially
grounded. Consumption behaviour is embedded in the formation of social institutions and
norms. Marx also mentioned how consumption and the relation between consumption and
production depends on historical context.
Modern capitalism
The term consumer society indicates the focus on consumption in a new form of capitalism.
Daniel Bell stated that this “new period of capitalism” already started in the 1920s. According to
this position, means of consumption and their presentation in science or literature serve as a
mirror of society.
Elias acknowledged the interplay between specific cultural phenomena and macro-analytic
investigations of societies. He tried to put the particular in the universal and the universal in the
particular.
Joseph A. Schumpeter wrote in his book capitalism, socialism and democracy that the processes
by which society and economy structures are differentiated needs to be included when looking
at change in society. He wants to show that cultural phenomena are always a product of the
rationalization process of capitalism. He explains his statement with lounge suits as example,
this explains how occupational, social and economic structures changed through time.
Social and economic developments and change have been happening and are happening now.
Changing perceptions of historically changing times mirror challenging data on the economy
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