Now that we are in the final stages of the Rebates (the hundred meter dash in consumption) I remember some years ago wrote a dystopian short story genre in which every citizen was obliged, by a kind regulatory typified by an omnipresent state and virtual-to consume a certain amount of goods and services per week, on pain of administrative penalties and fines for the failure to meet the minimum number required for the maintenance and lubrication of the system.
Each Temple available mass consumption, in turn, huge containers of instant destruction for these products unnecessary, so the consumer to whom it had set itself the task to buy, spend and consume without real need, it could destroy these products immediately just have been acquired and not have to carry over the obligation of finding a utility that did not.
premiered The English mobile phone each year and a half, we purchased eight million new televisions in the past two years, we need more cabinets to encapsulate the 14 winter pants and thirty pairs of shoes that we have almost new.
younger cohorts are ultraconsumistas have integrated seamlessly without a murmur and symbolic dialectics of modern consumption after being exposed daily to the avalanche compulsive tens of thousands of advertisements and other marketing stimuli psicoananalítico since before they had use of reason.
outlets are carrying this season, has settled the immediate, planned obsolescence now directly by the consumer, the culture of the ephemeral and replaceable (less and less space of time) was imposed for so they can appear within the category of IN and do not miss the boat fascinating and vibrant today, compulsively consuming (ever bought without thinking about) the latest in technology, fashion, trends ... at risk of becoming obsolete. Some unproductive
antisocial outcasts.
What happened to reach this state of affairs?
Well it has happened that maybe my story is not so crazy in the background, although the forms of coercion and imposition are more subtle, as I will explain briefly.
One of the characteristics basic human condition is its Homo Faber, the man who does things. Keep in mind that in our defense.
But the economic-social-cultural current tour around the overproduction of trivialized that must be consumed quickly in order to keep the machinery oiled, take the bow to nowhere.
How would Galbraith , homo faber and does not create and produce to satisfy the needs absolute, basic, but now made to stimulate needs for: those psychological needs that can never be satisfied, as they depend on consumption levels of our neighbors and cohorts. Work on basic psychological levels of comparison and emulation, and make us feel superior match or the other depending on the potential power and symbolic of our ability to make tangible, visible, the indiscriminate acquisition of goods, products and services.
In our free society and Western-oriented production is the desire, knowing that this desire is insatiable.
insatiable And a human being generally tends to dissatisfaction because their greed will never be fully satisfied and will remain in a constant state of anxious and uneasy eagerness.
And for even more abysmal that gap between desire and satisfaction, the system has three key levers:
1) CREDIT: credit, hire purchase, the card deferred payment, is the ability to easily obtain tangible and economic support necessary to carry out the task of co-responsibility between desire and purchase of product.
Credit is necessary and extended the mirage to be provided by the system to boost demand for happiness through the act of purchase.
2) ADVERTISING: The production system produces the good or product and advertising unit is responsible for creating the need to generate attention, capture interest, spur future consumer desire a convenient way.
marketing techniques and advertising are psychologically persuasive, play with the hidden symbolic dimensions, manipulate at will the cognitive structures, emotive and emotional human being for the sole purpose, utilitarian, to introduce an asset as attractive as possible to capture and turn our attention that desire to purchase.
People are happy drinking a soda or all women want to be with the boy in the colony.
3) Obsolescence: obsolescence has to do with the life cycle of the product, as well ephemeral and replaceable.
What began as an industrial imposition of the bidders for the revival is over-consumption in a strange and complex game of reflexivity induced-advertising strategies being taken by the consumer as an individual right: the need to switch to another product long before his life was consumed useful.
The glitz, the syndrome is constantly updated to keep pace, the desire to possess the latest ... has been one of the great victories of the advertising technique in the Western affluent society, which assumed that thanks to the insatiable consumer demand aggregate all that overproduction delpifarradora ecologically unsustainable and resources, not for nothing that the Latin term means spending or cosumere destroy, can be absorbed without any problem.
Thus, in our affluent societies where the desire has been artificially forced and independent needs, homo insatisfactus (half sunk and blurred now between the endless avalanche of material culture that surrounds it) rocks drifting in the high sea outlets overbearing of endless cuts permanent installment without TAE, product life cycles becoming increasingly short, planned obsolescence ... basing its existence as a single unit of consumption by a single desire: to calm for a few moments the insatiable appetite that has been culturally programmed to power-up your emotional impulse re-conditioned and activated subtly manipulated by the relevant persuasive advertising techniques - feel for a moment that the activity of not eating and shopping can also be a pleasure. Because
Voltaire used to say that "immensely rich only one who knows how to limit their wishes."
Greetings Jim dime.
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