• https://doi.org/10.1007/978-1-349-25762-1_7Copy DOI Icon

Consumerism and Symbolism

  • Jan 1, 1997
  • S A M Adshead
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Abstract

The previous chapters have explored the notion of consumerism as mind mattering. Consumerism was more than consumption. It was not only the acquisition of more, but also the discrimination of better. It was the application of those mental structures in food, dress, shelter, utilities and information, which have been analysed above. The present chapter is concerned with the inverse phenomenon: matter minding. Here, commodities, used as symbols, shaped thought in a reversal of the previous order of causality. Levi-Strauss declared that for primitives, animals were not just good to eat, but also good to think.1 The same principle of symbolism applied to the other natural and cultural objects in which they found structures variously encoded. During the period of globalization 1400–1800, as consumerism stretched out its hands to the planet, the number of such objects multiplied, not only for Europeans, but also for Chinese. The effect of this multiplication on thought is what is discussed below. Though concrete mythological thinking had long been marginalized, in the early modern period, philosophy, science, politics, art theory and religious devotion did not disdain the reinforcement afforded by the new commodities. This chapter, like its predecessors, consists of two unequal parts. First, it will examine the ways in which commodities enter thought as symbols.

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