Arthur Berger - 'The Objects of Affection: Semiotics and Consumer Culture'

Berger, Arthur Asa (2010) The Objects of Affection: Semiotics and Consumer Culture. London: Palgrave MacMillan, pp33-54.

Berger opens up this article by suggesting that consumerism is little about buying brands and products, but consumerism is a reflection upon our lifestyle. Commercial brands and products that we buy are consciously linked to our income, class, tastes and identities. For example if you order take-out sushi over a McDonalds you’re saying to the world “Hey, I’m health conscious and can afford to splurge on my lunch.”

Mike Featherstone in his book ‘Consumer Cultures and Postmodernism’ (1991) outlines three components to consumer cultures: 

•  Consumerism is an expansion on capital commodity production.
•  Consumers receive satisfaction and status depending on products consumers.
•  Consumers receive great pleasure and emotion gratification.

Berger then uses the work of different theories and different opinions to compile thoughts regarding consumerism. He begins with the religious stand point and explains the work of Weber (1958) and Calvin (1509 - 1564) in detail. Despite varying opinions these theorists believe that consumerism is a ‘cage’ and that it controls our actions.

From a psychological stand-point Joan Riviere in ‘Hate, Greed and Aggression’ (1937:4) argues that consumerism signifies that the consumer is good and worthy of love, respect or honor. Advertisements fuel our insecurities and make us feel that we’re not quite good enough, until we buy those new shoes…

Advertising campaign for 'Dune' featured in 'Grazia'

I feel that women’s magazines would be a good contemporary example of this. I am going to focus mainly on ‘Grazia’ magazine. Whilst reading the 2011 press pack that can be found here a section appears called ‘The Power of Grazia’ can be found outline the effect of advertisements in this magazine. One example is of six women reported to have travelled to Paris in order to buy a Louis Vuitton leopard print scarf that was featured in ‘Grazia’ but had sold out in the UK. In order for companies to gain the sort of attention 'Grazia' has to offer, a full colour page advertisement will set you back £15,000.

"Buy this scarf and you'll be just like SJP, Keira Knightly and Lindsay Lohan!"

In terms of Marxism, consumer cultures are the way in which the ruling class divert the masses from developing a class consciousness and rebel. Berger also explores a post-modernist viewpoint. But regardless of theory, the theorists Berger presents to us all seem to agree upon the same basic principles of consumer which are as follows:

• Consumerism promotes narcissism.
  
•  Personal wants and desire outweighs public needs such as community funding.
•  People are unable to distinguish between needs and desires.
•  Consumers are not interested in the product itself, but what it reveals about our lifestyle and social status.