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Consumer capitalism is a theoretical economic and social political condition in which consumer demand is manipulated, in a deliberate and coordinated way, on a very large scale, through mass-marketing techniques, to the advantage of sellers.
This theory is controversial. It suggests manipulation of consumer demand so potent that it has a coercive effect, amounts to a departure from free-market capitalism, and has an adverse effect on society in general. According to one source, the power of such ‘manipulation’ is not straightforward. It depends upon a new kind of individualism – projective individualism, where persons use consumer capitalism to project the kind of person who they want to be.
Some use the phrase as shorthand for the broader idea that the interests of other non-business entities (governments, religions, the military, educational institutions) are intertwined with corporate business interests, and that those entities also participate in the management of social expectations through mass media.
An important contribution to the critique of consumer capitalism has been made by the French philosopher Bernard Stiegler, but very little of this has been translated into English. Stiegler argues that capitalism today is governed not by production but by consumption, and that the techniques used to create consumer behavior amount to the destruction of psychic and collective individuation. The diversion of libidinal energy toward the consumption of consumer products, he argues, results in an addictive cycle, leading to hyperconsumption, the exhaustion of desire, and the reign of symbolic misery.Read More The Cross of the Moment – Climate Why