Conspicuous Consumption

With its wry portrayal of a shallow, materialistic 'leisure class' obsessed by clothes, cars, consumer goods and climbing the social ladder, this withering satire on modern capitalism is as pertinent today as when it was written over a century ago.

A collection of essays examining cultures of consumption on the African continent From early department stores in Cape Town to gendered histories of sartorial success in urban Togo, contestations over expense accounts at an apartheid state enterprise, elite wealth and political corruption in Angola and Zambia, the role of popular religion in the political intransigence of Jacob Zuma, funerals of big men in Cameroon, youth cultures of consumption in Niger and South Africa, queer consumption in Cape Town, middle-class food consumption in Durban and the consumption of luxury handcrafted beads, this collection of essays explores the ways in which conspicuous consumption is foregrounded in various African contexts and historical moments. The essays in Conspicuous Consumption in Africa put Thorstein Veblen’s concept under robust critical scrutiny, delving into the pleasures, stresses and challenges of consuming in its religious, generational, gendered and racialised aspects, revealing conspicuous consumption as a layered set of practices, textures and relations. This volume shows how central and revealing conspicuous consumption can be to fathoming the history of Africa’s projects of modernity, and their global lineages and legacies. In its grounded, up-close case studies, it is likely to feed into current public debates on the nature and future of African societies – South African society in particular.

That the contemporary lords of the manor, the businessmen who own the means of production, have employed themselves in the economically unproductive practices of conspicuous consumption and conspicuous leisure, which are useless activities that contribute neither to the economy nor to the material production of the useful goods and services required for the functioning of society; while it is the middle class and the working class who are usefully employed in the industrialised, productive occupations that support the whole of society. Conducted in the late 19th century, Veblen’s socio-economic analyses of the business cycles and the consequent price politics of the U.S. economy, and of the emergent division of labour, by technocratic speciality — scientist, engineer, technologist, et al. — proved to be accurate, sociological predictions of the economic structure of an industrial society..

How the leisure class has been replaced by a new elite, and how their consumer habits affect us all In today’s world, the leisure class has been replaced by a new elite. Highly educated and defined by cultural capital rather than income bracket, these individuals earnestly buy organic, carry NPR tote bags, and breast-feed their babies. They care about discreet, inconspicuous consumption—like eating free-range chicken and heirloom tomatoes, wearing organic cotton shirts and TOMS shoes, and listening to the Serial podcast. They use their purchasing power to hire nannies and housekeepers, to cultivate their children’s growth, and to practice yoga and Pilates. In The Sum of Small Things, Elizabeth Currid-Halkett dubs this segment of society “the aspirational class” and discusses how, through deft decisions about education, health, parenting, and retirement, the aspirational class reproduces wealth and upward mobility, deepening the ever-wider class divide. Exploring the rise of the aspirational class, Currid-Halkett considers how much has changed since the 1899 publication of Thorstein Veblen’s Theory of the Leisure Class. In that inflammatory classic, which coined the phrase “conspicuous consumption,” Veblen described upper-class frivolities: men who used walking sticks for show, and women who bought silver flatware despite the effectiveness of cheaper aluminum utensils. Now, Currid-Halkett argues, the power of material goods as symbols of social position has diminished due to their accessibility. As a result, the aspirational class has altered its consumer habits away from overt materialism to more subtle expenditures that reveal status and knowledge. And these transformations influence how we all make choices. With a rich narrative and extensive interviews and research, The Sum of Small Things illustrates how cultural capital leads to lifestyle shifts and what this forecasts, not just for the aspirational class but for everyone.

If wars are costly and risky to both sides, why do they occur? Why engage in an arms race when it’s clear that increasing one’s own defense expenditures will only trigger a similar reaction by the other side, leaving both countries just as insecure—and considerably poorer? Just as people buy expensive things precisely because they are more expensive, because they offer the possibility of improved social status or prestige, so too do countries, argues Lilach Gilady. In The Price of Prestige, Gilady shows how many seemingly wasteful government expenditures that appear to contradict the laws of demand actually follow the pattern for what are known as Veblen goods, or positional goods for which demand increases alongside price, even when cheaper substitutes are readily available. From flashy space programs to costly weapons systems a country does not need and cannot maintain to foreign aid programs that offer little benefit to recipients, these conspicuous and strategically timed expenditures are intended to instill awe in the observer through their wasteful might. And underestimating the important social role of excess has serious policy implications. Increasing the cost of war, for example, may not always be an effective tool for preventing it, Gilady argues, nor does decreasing the cost of weapons and other technologies of war necessarily increase the potential for conflict, as shown by the case of a cheap fighter plane whose price tag drove consumers away. In today’s changing world, where there are high levels of uncertainty about the distribution of power, Gilady also offers a valuable way to predict which countries are most likely to be concerned about their position and therefore adopt costly, excessive policies.

*First Place Winner of the Society of Environmental Journalists' Rachel Carson Environment Book Award* "If you're looking for something to cling to in what often feels like a hopeless conversation, Schlossberg's darkly humorous, knowledge-is-power, eyes-wide-open approach may be just the thing."--Vogue From a former New York Times science writer, this urgent call to action will empower you to stand up to climate change and environmental pollution by making simple but impactful everyday choices. With urgency and wit, Tatiana Schlossberg explains that far from being only a distant problem of the natural world created by the fossil fuel industry, climate change is all around us, all the time, lurking everywhere in our convenience-driven society, all without our realizing it. By examining the unseen and unconscious environmental impacts in four areas-the Internet and technology, food, fashion, and fuel - Schlossberg helps readers better understand why climate change is such a complicated issue, and how it connects all of us: How streaming a movie on Netflix in New York burns coal in Virginia; how eating a hamburger in California might contribute to pollution in the Gulf of Mexico; how buying an inexpensive cashmere sweater in Chicago expands the Mongolian desert; how destroying forests from North Carolina is necessary to generate electricity in England. Cataloging the complexities and frustrations of our carbon-intensive society with a dry sense of humor, Schlossberg makes the climate crisis and its solutions interesting and relevant to everyone who cares, even a little, about the planet. She empowers readers to think about their stuff and the environment in a new way, helping them make more informed choices when it comes to the future of our world. Most importantly, this is a book about the power we have as voters and consumers to make sure that the fight against climate change includes all of us and all of our stuff, not just industry groups and politicians. If we have any hope of solving the problem, we all have to do it together. "A compelling-and illuminating-look at how our daily habits impact the environment."--Vanity Fair "Shows how even the smallest decisions can have profound environmental consequences."--The New York Times

Mason (consumer theory, U. of Salford, UK) looks at the development of conspicuous consumption from its origins as the indulgence of a privileged few to its position today as a major determinant of consumer demand in mass consumption societies. He also charts the attempts of economists to come to terms with a form of consumer behavior which made them instinctively uneasy, but which could not be ignored. This book highlights the conflicts and tensions which have beset economics in seeking to accommodate a problem which has refused to go away. Annotation copyrighted by Book News, Inc., Portland, OR