America is typically associated with many of the perils and benefits of the modern,
capitalistic society that we live in. The media has glamorized the “American Dream”, which is
often illustrated by successful individuals acquiring materialistic possessions. From a young age,
American citizens are inundated with advertisements promoting different aspects of the “good
life”. Elsewhere in the world, videos and propaganda are shown about America for a variety of
reasons, which include helping to promote this culture and outlining reasons to destroy it.
Looking back at history, however, shows that this capitalist culture is a contemporary creation;
even the Declaration of Independence states the values of life, liberty, and the pursuit of
happiness, not the pursuit of that new Maserati. If a person is thrust onto a deserted island at a
young age, I feel they will not grow up with the need to have a lot of luxury items that many try
to obtain. Consumerism is a societal creation, not something that is ingrained in each US citizen
from birth.
“Consumerism can be defined as the institutionalization of social action associated with
the human consumption of goods” (Harrison, 45). Consumerism has become a predominate facet
of the culture that we live in. As Beckert says, “Seen on the aggregated level, the symbolic
meaning of goods is an important element of the reproduction of the class structure” (13). One of
the biggest issues that has arisen from this institutionalization has been the “McDonaldization”
(Coined by George Ritzer) of the global consumer society in accordance with American values
of efficiency, predictability, calculability, and control. One of the reasons McDonaldization is so
worrisome is because of the lifestyle that it seems to promote. As Harrison said, “After the 9/11
attacks, U.S. president George W. Bush did not call for sacrifice or humility in America’s
consumerism; instead, he suggested Americans get their lives back on track by going shopping.,
and he lowered taxes with the rationale that more money in people’s pockets would translate into
greater consumer spending” (48). This is a major issue that America faces; the idea that
everything will be alright if we simply buy that new Xbox.
Consumer behavior often focuses on leisure and entertainment spending which can
promote a culture of laziness throughout the country. According to the Center for Disease
Control (CDC), more than a third of the adults in the US suffer from obesity, and this problem is
costing over $150 billion dollars a year in medical costs. This is an enormous amount of wealth
that isn’t being used for a better purpose such primary prevention, exercise, or charity.
Surprisingly, according to James, “Obesity is now associated with poverty, even in developing
countries” (228s). This shows that because of the type of work required in developing countries
which often include long hours and paltry wages, laborers are forced to buy inexpensive food
which is usually unhealthy and not nutritious. Obesity is clearly a worldwide epidemic.
