Consumerism thrives on images; images of the good life crowd in upon us all the time. To be a consumer is to be on a path to the fulfillment of our dearest wishes. Whatever we long for can be supplied if we have the wherewithal. If we don't, we might have to settle for something a little less perfect or of course we can buy it on credit.
I suppose consumerism began with the industrial revolution. To begin with relatively few people could afford manufactured goods. But as production increased, prices began to fall. No-one can deny that for many in the West, this marked a major improvement to the quality of life. The retail co-operative movement addressed many of the concerns of working people, about the quality of goods and the adulteration of food. Consumers began to feel empowered.
Looking back over fifty odd years, I can see how consumerism has developed. I can remember the days before supermarkets. The first supermarket in my neighbourhood was Gowers and Burgens. I thought we were supposed to take the basket home! There were adverts in the papers, magazines and on commercial television but I think it must have been the 1980s when consumption became a leisure activity or even something of an obligation. It is not that we consume more today, it is a sense that something has changed about the way we view consumption.
Probably, the change can be attributed to cheap, accessible credit. At one time obtaining a loan was a great palaver. Now it is simple, you don't even need to apply. Credit and debit cards also make a difference, it doesn't feel as serious as writing a cheque or handing over cash.
What fascinates me is that consumerism has a god. I don't mean a concept that people pay lip service to but a proper god. The sort of god described in Psalm 115 , a material presence that resides at the centre of all our lives.
It is somewhat embarrassing because we're sophisticated twenty first century westerners and we have put all that behind us. We cover it up by claiming it is just stories for children. Indeed it is a rite of passage for a child to stop believing in this god. But of course it is in the nature of idols, the moment we give it up is the moment it tightens its grip.
The god of consumerism has a festival and that is when its image appears. An idol of the material variety; it is something we place in our homes, our shops and workplaces. We defend it against those who question its place in our lives, by saying 'lighten up, it's only a but of fun'. His whimsical nature means no-one could possible guess how much we love him and how tight a grip he has on our hearts. We would destroy our planet in his name, drag down our civilisation rather than give up all the good things he offers us. Unlike the God of Israel, this god brings plenty, and enjoyment and, we are told, never suffering.
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