A societal focus on purchasing goods can create isolation or alienation because of what certain people can and cannot afford. There will always be an in-group of those people that can buy the most expensive things without a problem, and the out-group of the people that struggle to be like the in-group, but can never reach the level at which they’re at. As stated in the article, “radical political economy, as it came to be called, retained a powerful critique of alienation in production and the distribution of property” It is what we own as individuals that determines whether we are a part of the in-group or out-group. We have become much more materialistic than families were generations ago making it easier for for people to be alienated for what they have. For example on a smaller scale, everyone has the iphone now and to maintain owning that phone isn’t cheap, but somehow everyone has it and they’re a part of the in-group. On the other hand though, if you don’t have the iphone, most likely you are looked down upon by iphone users because you don’t have what they have, creating isolation or alienation, making you a part of the out-group. This is just how we function on a regular basis and the differences between us affect whether or not we a isolated from one another.
If salaries were to increase to more reasonable incomes I don’t think there would be any difference except in the increase of spending, but not alienation or isolation wise. It’s simple, the more money we get, the more money we spend. So if the incomes of the wealthy increase and the incomes of middle and lower class citizens also increase, everyone would be able to purchase slightly more than before but there would still be a great difference between classes. Now if incomes were set more equally there would would be an astronomical decrease in isolation because we would all be able to afford generally the same things.
A few societal factors that encourage competitive consumption have to be technology in general, such as tv, music and other things such as, celebrities and other people. For instance, technology has a huge influence of who we are and what we do everyday. The tv, shows all these celebrities promoting goods that we should buy, or things that would make us better in everything that we do. Who wouldn’t want to be better than anyone else? I think that’s what we all strive to be, making what we have and what we buy a competition; we all want to be the best of the best and if we have to purchase it we will.
Competitive consumption affects us all whether we believe it or not. For example, it affects me everyday because what teenage girl doesn’t love to go shopping? I’d love to have all the brand name clothes celebrities wear but I can’t always afford them so when I get the chance to purchase those things I show them off. I have a few items from Marc Jacobs that I love and whenever I wear them I feel great because I never see anyone else with them. Now and days it’s all about the brand and how much you spend. Family wise competitive consumption affects us because we strive to have the best quality items in our home, not only for our satisfaction but also to show others what we can afford. It’s a show for the public in every aspect, that’s what competitive consumption is.