Dennis+Brookner+RP+Post+1

I am interested in investigating the concept of consumerism, likely in the format of an extended definition paper, though possibly an informative explanation. Several things intrigue me about this topic. First of all, I have had two experiences recently that got me thinking about the influence of brand names on our lives. One was that I was walking through the mall the other day and happened to wander into Aldo Shoes, a store I had never heard of. I immediately took a liking to the shoes in the store. At first I considered that a personal triumph over modern consumerism, that I was able to form my opinions without the influence of brand prestige. But am I really so strong-minded? I now suspect that nuances like the decorating of the store may have influenced me just as much as the shoes did. (I'm now the proud owner of a pair, by the way.)

This topic lends itself well to the extended definition format if I only intend to study modern consumerism. However, I am also interested in delving into the history of consumerism as we know it, and maybe even consumerism as we don't know it. I have commented before on the tendency of people to claim, usually erroneously, that modern situations are drastically different from those of prior generations. (See a humorous illustration of that concept [|here].) Is consumerism simply another example of this concept? Or is consumerism, in the modern sense, truly a new phenomenon created by modern society? I hope to find out through my research paper. This past-focused approach would likely be successful as an informative explanation paper.

Some possible research questions:
 * Has consumerism always existed?
 * What is consumerism?
 * How has the modern world made brand recognition different? **How has it not made it different?**

This also where there is a hint of an "against the grain" approach. The general viewpoint is to examine how modern society is new and different, while I am seeking to find similarities between this age and all previous ages.

Obviously, brand recognition and prestige has a huge influence on both children and adults in today's society. Some people are frank about it: "I wear Nike Elites because they're cool." Some try to convince themselves that it is otherwise, like: "I like lululemon headbands because they don't fall down. I can say personally that I am not immune to this concept. It also often manifests itself on the reverse--rather than migrating //towards// brands that we perceive as cool, we migrate //away// from brands we perceive as uncool. In the adult sense, "cool" is swapped out for the more mature (if only slightly) concept of status, such as driving a nice car to prove to the world that you had the funds to buy it. This concept is often thinly smokescreened, with statements like "I really just thought that car X was the best product" or "I though I would reward myself." Though there is truth behind these statements, they glaze over the true concept of status.

Oftentimes, people are turned of to brands that they perceive as "cool" because they believe that they are not cool enough as a person to "pull it off." In perhaps consumerism's greatest shortcoming, people manage to convince themselves that society will not approve.

Wikipedia defines consumerism as "a social and economic order and ideology that encourages the acquisition of goods and services in ever-greater amounts. With this definition in mind, I think that what I intend to cover is not quite defined by this term. Yes, brands are driven by consumerism, but they have a shade of difference--not only the "amounts" of goods, but the types too. Also, the term is sometimes used to define a movement that started around the turn of the 20th century, while other times used in reference to a broader movement in the 16th, 17th, and 18th centuries Europe. I would do well to avoid this term, or to define it carefully before I use it, to avoid confusion.

Many sources view consumerism through a lens of social injustice. For example, the world's richest 20% consume 76.6% of the world's private goods. I'm not sure that this directly relates to the points I'm making, but it seems to be inherently linked to the topic, and I might feel compelled to include it.. http://www.globalissues.org/issue/235/consumption-and-consumerism

I want to research this question in particular because I feel that it delves into a deeper analysis of human nature. I'm very interested in general with the progression of society--de statements like "gee, I'm glad I was born in this era" have any merit? Won't every generation say that about their time? Similarly, I wonder if the next generation will have still more consumerism and will complain that their world is drastically different from all before it.

As mentioned above, I believe that I am not unique in feeling the pull of consumerism all across my life. I try my best to be aware of the influences around me, and to determine when it is necessary to push back and when it is acceptable to go along for the ride. Because of this awareness, I feel that I can write an interesting paper examining these concepts.

Also as mentioned above, I two major potential directions: the study of past, and the study of present (the future is notoriously tricky to study). I think that both of these are interesting and have their own merits, but that the study of the past is more likely to allow me to delve deeply into the topic.

One concern of mine that I will encounter a dearth of concrete information, and that my data will all be opinion based. In contrast, I also worry that I will not be able to find poets that have commented on this topic. However, if I allow myself to search modern poets, I'm sure that useful information will surface.

I "care enough" because I suspect that the findings of this paper will influence the way I act in the future. I am genuinely interested in how the world works and how I can use that knowledge to improve myself and society. Maybe that's the bridge I've been looking for between my love of math and science and my love of literature and poetry.