From “buy what we need” to “buy what is valuable” - the history of consumption has experienced some radical changes. In former times, humans, especially the working class, just bought products which they needed, due to a lack of resources. Luxurious goods could only be acquired by the nobility. Later on, a consolidation of the economy led to mass consumption through the working class as well. The consumers were not focused anymore on satisfying the basic needs only. They rather acquired products and services as to possess something that enabled them to belong to a group of higher status and that was different from the daily routine. It can be assumed that the consumers wanted and still want to possess objects with a certain value, so they rather have to be luxurious. According to Frank (2001, p. 17), we are in a ‘luxury consumption boom’ as evidenced by high prices and rapidly growing waiting lists for luxurious goods. So there is a strong likelihood that consumers are more interested in products and services with a high value and quality. Furthermore, ‘luxury spending is a trend not just among the rich; it’s found among middle and lower-income earners as well’ (Arnould et al, 2002, p. 119). Regarding tourism, consumers seem to be more interested in spending money for touristic products and services as well. Leisure and tourist consumption has become ‘one of U.S. consumers’ favourite forms of entertainment, generating more revenue than movies, spectator sports, theme parks, cruise ships, and recorded music combined’ (Arnould et al, 2002, p. 118). However, it seems likely that consumers afford items (especially valuable ones) because they desire to express social status and wealth. According to Baudrillard (cited in Bocock & Thompson, 1992, pp. 149-150), 'we do not purchase items of clothing, food, body decoration, furniture or entertainment to express a pre-given sense of who we are. Rather, we become that which what we buy makes us’. Regarding the today’s consumer behaviour in tourism and the ideas of status symbols and Baudrillard’s writings, the aim of this essay is to discuss and investigate if people only afford goods because they desire to express their image and identity or if they become what they buy. There will be a closer look at manipulation, hyper-reality and simulacrum as well.
Introduction
From “buy what we need” to “buy what is valuable” - the history of consumption has experienced some radical changes. In former times, humans, especially the working class,just bought products which they needed, due to a lack of resources. Luxurious goods could only be acquired by the nobility. Later on, a consolidation of the economy led to mass consumption through the working class as well, as evidenced by Bocock (cited in Bocock & Thompson, 1992, p. 120), who stated that there is a ‘growth of mass consumption in advanced industrial societies since World War II’. The consumers were not focused anymore on satisfying the basic needs only. They rather acquired products and services as to possess something that enabled them to belong to a group of higher status and that was different from the daily routine: ‘consumerism is ... an escape from the mundane realities of everyday life’ (Miles, 1998, p. 1). It can be assumed that the consumers wanted and still want to possess objects with a certain value, so they rather have to be luxurious. According to Frank (2001, p. 17), we are in a ‘luxury consumption boom’ as evidenced by high prices and rapidly growing waiting lists for luxurious goods. So there is a strong likelihood that consumers are more interested in products and services with a high value and quality.
Furthermore, ‘luxury spending is a trend notjust among the rich; it’s found among middle and lower-income earners as well’ (Arnould et al, 2002, p. 119). Regarding tourism, consumers seem to be more interested in spending money for touristic products and services as well. Leisure and tourist consumption has become ‘one of U.S. consumers’ favourite forms of entertainment, generating more revenue than movies, spectator sports, theme parks, cruise ships, and recorded music combined’ (Arnould et al, 2002, p. 118). However, it seems likely that consumers afford items (especially valuable ones) because they desire to express social status and wealth. According to Baudrillard (cited in Bocock & Thompson, 1992, pp. 149150), 'we do not purchase items of clothing, food, body decoration, furniture or entertainment to express a pre-given sense of who we are. Rather, we become that which what we buy makes us’. Regarding the today’s consumer behaviour in tourism and the ideas of status symbols and Baudrillard’s writings, the aim of this essay is to discuss and investigate if people only afford goods because they desire to express their image and identity or if they become what they buy. There will be a closer look at manipulation, hyper-reality and simulacrum as well.
Baudrillard’s ideas
In general, Baudrillard claims that consumers rather become what they buy- and not that people buy things in order to express what they really are. Thus, there might be a difference between what humans are and what they wish to be and between ‘"true" and "false", between "real" and "imaginary" ’ (Baudrillard, 2001, p. 171) as well. Likewise, it can be said that nowadays, truth and appearance are difficult to distinguish between, because they are often mixed up (Baudrillard, cited in Bauman, 1992, p. 150). In this connection, Baudrillard frequently talks about the hyper-reality, which means that people rather regard things as true which are not true, while thinking that the “real” reality is not true anymore: ‘it is no longer a question of a false representation of reality (ideology), but of concealing the fact that the real is no longer real’ (cited in Bauman, 1992, p. 151). Additionally, he states that ‘in hyperreality, truth has not been destroyed. It has been made irrelevant’. For this reason, it seems likely that consumers really believe in that what they see is true, although the reality or truth looks different; they just ignore the truth and believe in what they think to see and experience. Concerning tourist consumption, it means that, for example, if someone books a flight to the Maldives, no matter if he has the money for that or if he saved this money over a long period of time, this person probably becomes what he purchased in this moment - a tourist who is able to afford the luxury trip to the Maldives. In this moment, the consumer oneself believes that he really is a person who is able to purchase such an expensive trip, although he actually leads a Spartan life. Maybe with that trip he fulfilled his biggest dream and he just wanted to experience the feeling of going on a cruise once. However, in this case, the consumer becomes that which what he buys makes him.
In order to explain the significance of buying products or services, Baudrillard (1990, p. 44) suggests that they have two different functions: ‘one of being practical, the other of being possessed’. As a result, people afford objects in order to get a feeling of possession or to belong to a group of higher status (Baudrillard, 1998, p. 61). Frequently, the acquisition of only one product or service is not enough, and he adds that ‘there always has to be a succession of objects, with the ultimate aim of having a complete set’. Rheims (1959, p. 36) supports his statement while claiming that ‘the taste for collecting is a kind of passionate game’. Additionally, the possession of an object has a ‘symbolic quality’ (Baudrillard, 1990, p. 49), so there is a strong likelihood that the more parts of a set people have, the higher is their social and financial status in comparison with others: ‘the most profound satisfaction of possession thus derives from the value the object may have for others and from depriving them from it’ (Baudrillard, 1990, p. 52). Consequently, the idea of prestige and status is probably very important in today’s consumption. Moreover, he suggests that ‘there are no limits to consumption’, because consumption is a ‘systematic and total idealistic practice’ (1988, pp. 21-5). Bocock & Thompson (1992, p. 151) agree with Baudrillard’s thoughts of an unlimited consumption while stating that ‘there can be no final, physical satisfaction’.
Apart from this, Baudrillard often criticized the media due to simulation and manipulation of the consumer. In an age which consists of mass consumption, preoccupation with one’s prestige and status symbols, he suggests that ‘consumption ... is a systematic act of the manipulation of signs’ (Baudrillard, 1988, pp. 21-5). This statement can be exemplified by a lot of touristic adverts, which provide promising images of beautiful empty beaches, a bright blue sky and romantic landscapes (as can be seen in figure 1).
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Frequently asked questions
What is the main topic of the text provided?
The text discusses consumerism, luxury consumption, and Baudrillard's ideas on how consumers become what they buy, rather than buying things to express their identity. It explores the relationship between consumption, status, and the role of media in manipulating consumers through simulations and hyper-reality.
What does the text say about the evolution of consumerism?
The text suggests that consumption has shifted from buying only necessities to acquiring luxury goods and services to enhance status and escape everyday life. It highlights the growth of mass consumption since World War II and the increasing trend of luxury spending even among middle and lower-income earners.
What are Baudrillard's main ideas discussed in the text?
Baudrillard argues that consumers "become" what they buy, blurring the lines between reality and appearance. He introduces the concept of hyper-reality, where people perceive things that are not true as being true. He believes that consumerism is a form of manipulation through signs, influenced by media and advertising. Additionally, there is the function of objects-one is to be practical and one is to be possessed.
How does the text relate Baudrillard's ideas to tourism?
The text uses the example of a luxury trip to the Maldives to illustrate Baudrillard's concept of becoming what you buy. Even if someone cannot truly afford it, taking such a trip allows the consumer to believe in their own capability to afford such luxury, giving them a sense of belonging.
What does the text say about collecting objects?
The text states that the possession of multiple objects, even an entire collection, is not necessarily for practical use but rather to create a feeling of ownership. The more someone has, the higher the status, as the purpose becomes to deprive others from what the collector owns.
How does the text describe the role of media in consumerism?
The text asserts that media, particularly advertising, plays a significant role in manipulating consumers through simulation. It uses examples such as travel adverts presenting idealized and often unrealistic images of destinations.
What is the source of the image mentioned in the text?
The image is an advertisement for tourism in Mauritius, found on Coloribus.com. The ad can be found by searching for "Tourism in Mauritius: We have no branches."
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- Katja Becher (Author), 2011, Tourism - reality or appearance?, Munich, GRIN Verlag, https://www.grin.com/document/191220
