Sunday 8 February 2009

Affluenza and the Recession

To describe affluenza you are describing something somewhat similar to the common flu virus. As a highly transmittable social illness, resulting in symptoms of exhaustion, lack and depression, it is easy to see why many people feel in dire need of a cure. Yet unlike the common flu virus, the cure afflueza’s subject seeks is not through prescribed medication, but through consumption.


However, by seeking refuge in consumption, the symptoms of affluenza are magnified. The subject is led to desire to consume more and more in a continuous vicious cycle, as a result sinking deeper and deeper into debt.


Let me explain in relation to fashion. Obviously, fashion is not a necessity of our lives, it is something which we desire, but can live without. Capitalism has installed our need for these desires through consumption. For instance, if we see our favourite celebrity or favourite designer promoting a specific item then we are more likely to desire this item. It’s all about keeping up with our peers. When this gets out of had and affects our day to day lives, then this is affluenza.


It is affluenza which our capitalist western society desires, and through adverts, magazines and other media, it helps to sustain. What I ask is with the collapse of our economy in the recession, what affect will this have on affluenza and consumption?


Obviously we have already seen some affects, the decline of businesses and the fall of profits, people are resisting their battles with affluenza because they have to in order to survive, or are they?


Could it be that capitalism can control our consumption so significantly through clever advertising and the media coverage of the recession enough to slow down or even stop our feelings of lack and dissatisfaction?


Day after day we see stories on the news about the closing of businesses and high unemployment levels in our country. Interest rates are being cut and high street sales are never ending. Yes, we may be kept informed, but we are also scared to spend, scared to consume.


Before the recession capitalism fed its population consumption, people were given more credit than ever before, with 100% mortgages and credit cards galore. Just as in severe cases of affluenza, we now find our selves in debt, and so does capitalism. So does this mean capitalism has become victim of affluenza itself? Quite possibly, in my opinion, greed and desire got the better of the economy and now it has to pay the price.


Please note this is all completely my opinion/random thoughts!
Random Image taken from http://www.bengaluruairport.com/

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