Consumerism and Its Discontents

The ideology of consumerism dominates American culture. To a significant degree, U.S. citizens define themselves as consumers first and foremost; other aspects of citizenship have been eclipsed by the "duty" to consume. Although the identification of patriotism with consumption is not new, after the shock of September 11 President Bush made an unusually explicit appeal. In contrast to the scrimping and saving that defined public responsibility during World War Two, Bush called for citizens to support their nation in its time of need by buying something. Saving is seditious, he seemed to imply; thrift, tantamount to treason. Clearly, consumption has become central to how we define ourselves as citizens and as human beings. How did this happen, and how have critics of consumerism responded? This study focuses on four movements that have arisen as a critical response to consumerism, offering both alternative practices and counterhegemonic ways of understanding ourselves as citizens: voluntary simplicity, green consumption, AdBusters and Christian resistance. Despite their insights and contributions, however, none has successfully confronted the consumerist juggernaut.