An Introduction to Consumer Society

Our modern lives have become increasingly characterized by consumption. This is not to say that we merely aspire to consume, but that a life of consuming has itself (to varying degrees) become necessary in contemporary Western society.1 Indeed, the everyday consumption of products and services has gained a prominence hitherto unknown. No sooner are the objects of our desire obtained, before others, new and unforeseen, present themselves. The ends of consumer society lure us onward and “upward”, into a sort of Sisyphean cycle.2 In previous essays I have mentioned consumer society, but have yet failed to offer a more comprehensive explanation of what I mean. What exactly I mean, as well as some account of both how it developed and some of its effects, is what I hope to begin exploring in this essay.3

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Happiness: A Brief Contrast

Eric G. Wilson’s little volume, Against Happiness, is a good introduction to the subject,1 except I would argue it isn’t about happiness. Or if it is, it’s about a superficial and degenerate form of it. What is today called happiness would have in premodern times been referred to as a kind of joy–a form of psychological satisfaction or pleasure.2 In the first book of The Histories, Herodotus tells of Solon’s answer to Croesus upon being asked who the happiest man in the world is. Croesus, the famously wealthy king of Lydia, fancies himself the man. But Solon names three unknown men–Tellus, Cleobis, and Biton–all of whom are dead.3 The question of how the dead may be happier than the living–and Solon is not attributing their happiness to one enjoyed in an afterlife–is one which highlights the major difference between modern and premodern–especially ancient–views of happiness. To be sure, one cannot do justice to the subject in the form of a short essay, however accurate. It is thus my purpose here to confine myself only to the major differences in the concept of happiness between the understandings of the ancient world, and that of the contemporary modern world.

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