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According to the American Heritage Dictionary of the English Language fourth edition, published by Houghton Mifflin Company 000, the definition of ¡°Consumerism¡± is;
1. The movement seeking to protect and inform consumers by requiring such practices as honest packaging and advertising product guarantees and improved safety standards.
. The theory that a progressively greater consumption of goods is economically beneficial.
. Attachment to materialistic values or possessions deplored the rampant consumerism of contemporary society. The first two meaning is the ideal meaning of consumerism which expresses the positive aspects, however the third meaning of consumerism parallels to the poems of Bruce Dawe in this anthology.
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Consumerism allows the society to gather new information. The television is the most dominant force of medium that enables the information exchange to happen. It also incorporates advertisements that allow consumerism to thrive. The radio is another medium that provides information to consumers. It appeals to the hearing senses of the consumers to send the message across. The internet is another powerful medium that gives latest and fastest information to people. Thus the above factors help contribute the positive aspects of consumerism and it corresponds with the first two definitions of consumerism.
Consumerism helps our society to become more convenient through advertisements. Advertisements convey information to people that could help the society to become more convenient and also help the economy. The advertisements such as showing a suffering people in the world which evokes sympathy and lead them to donating certain amount of funds is an example. Another advertisement could be a car advertisement. It shows the functions and features of cars very well, so that it resolves people's hesitations. Therefore it can be seen, that by helping the suffering people and resolving the hesitation, consumerism can be a positive to the society.
Contrastingly, consumerism also has negative aspects as outlined by Dawe's poetry compiled in this anthology. His common theme of consumerism, emphasizes the negative effects it has on people. Factors such as loss of innocence, loss of personal values, materialism and conformity contribute to this feeling.
Consumerism leads, to loss of innocence of people. As a reference the poem ¡°Breakthrough¡± shows a little girl ¡°died happily in hospital singing an advertising commercial.¡± This shows that even at death, consumerism plays a big part in a person's life. ¡°Enter without so much as knocking¡± shows the loss of innocence of individuals. As people grow up they become ¡°realistic like every other godless, money-hungry, back-stabbing miserable so-and-so¡± this means that as time progresses people's innocence's becomes obsolete. Moreover in the poem ¡°The not-so-good earth¡± shows the loss of innocence in Western people lives through the TV advertisements ¡°he saw that better than anything, using the contrast knob to bring them up dark-all those screaming faces and bodies going under the horses-he did a terrific job on that bit.¡± This shows that Western people have become desensitizes to seeing other people's tragedy on TV. Instead of having sympathy they become more sarcastic about the advertisements. Thus showing the loss of innocence in people lives.
People lose their personal value due to consumerism. In ¡°Breakthrough¡± it reveals the loss of personal value by starting ¡°Full volume up on the celestial choir! Stand by for action,¡± which evokes the feeling of sarcasm on little girl's death. Thus emphasizing the loss of personal value. It shows the sarcasm of the poem because people normally sympathize one's death, however this poem makes the little girl's death and her ascension into heaven as if it was a scene from a Hollywood production. This devalues one's worth and the commercialism and in turn the influence of consumerism is revealed. Also in ¡°Enter without so much as knocking,¡± shows the devalued family life ¡°A year or two to settle in and get acquainted with the set-up¡± shows that the family life is like a ¡°set-up¡± which seems superficial. Moreover, ¡°this included one economy size mum, one Anthony Squires Coolstream summerweight dad,¡± shows that mum is a good value for money and dad is like a model for a men's wear Anthony Squires. Therefore this signifies loss of personal values within families because of the ¡°set-up¡± like nature and being influenced prominently by consumerism.
Materialism is another component that arises within the consumerism. The poem ¡°Abandonment of Autos¡± shows the materialism of a car owner who disposes of his old car in order to get a new one because ¡°the idea¡± of possibly buying a new car ¡°appeals¡± to him. People just throw away their material belongings even though they can still be used, because they feel as through they must have a new one due to the influence of consumerism. Also in ¡°Televistas¡± it shows the materialism life between young man and woman. They fall in love while watching a TV show and have an incident because of choosing a TV channel. ¡°Their first falling-out took place over candid camera¡± and also they ¡°reconciliate¡± by the ¡°cheezels¡± which shows that peoples live revolve around commercials and its products. Moreover, the superficiality of their lives are emphasized by their materialistic nature.
People lose their individuality due to consumerism. In ¡°Enter without so much as knocking¡± it shows the conformity of a society is restricted by orders such as ¡°WALK. DON'T WALK. TURN LEFT. NO PARKING¡± thus showing a hectic life style of people in today's society. People intend to follow their own individuality, however the commercialized society made people conform with others. This is inevitable because whole world is surrounded by a consumerism. Also in ¡°Americanized¡± it shows the conformity that she is not influenced by the Americanization and she wants to protect her son from it by ¡°not allow him out¡± as ¡°the streets are full of nasty cars and men.¡± Although the boy is exposed to consumerism what one does not know cannot harm them and the ¡°pepsi-cola figurines¡± is the proof. However, the mother when she returns from the outside is overcome by consumerism from the outside world and has conformed with the rest of the society. This ¡°frightening fact¡± is a reality and individualism seems to have no room to coexist with consumerism.
Therefore it can be seen that consumerism has good aspects such as achieving new information, helping society through advertisement and because of this economic can be increased in society. Through TV, radio and internet people achieve latest and fastest information. Also for Bruce Dawe's consumerism there are negative aspects such as loss of innocence, loss of personal values, materialism and conformity. These are driven by hectic life styles that consumerism creates and people's lives revolve around it. Therefore it can be seen that negatives outweigh the positives with consumerism that is further supported by the Anthology of Dawe's poetry.
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