In the wake of unrest, the shattered glass of retail windows reveals more than just vandalism—it exposes the entrenched issues of consumerism that pulsate beneath our society's surface. The summer riots that swept through cities from London to Birmingham serve as a stark reminder of the deeply rooted discontentment festering within parts of our community, particularly among the younger population.
The Sociological Perspective
Sociologist Zygmunt Bauman offered a compelling analysis of these eruptions of violence, attributing them, in part, to the capitalist consumer culture that defines our era. Bauman suggests that this culture elevates the act of shopping to a near-religious status, with 'the mall' as our modern-day cathedral, and consumer goods as our coveted icons of belonging.
Divided by Consumption
At the heart of Bauman's argument lies the notion that a person's worth and identity are increasingly measured by their ability to consume. This philosophy creates a schism within society, categorizing individuals as either the 'haves' or the 'have-nots'. To be a 'have-not' is to be a defective consumer, lacking in the dignity and fulfillment presumed to accompany material wealth, with profound implications for self-respect and respect for others. This division fuels a social alienation that is felt most acutely by the young and disenfranchised.
Retail Temples and Outcasts
The retail environment becomes a battleground where the 'have-nots' perceive themselves as exiles from the Temple of Consumerism. For them, these commercial spaces symbolize a world that denies them entry into a life of accomplishment. This perspective casts their attempts to breach the metaphorical gates of these temples during the riots in a new light—as desperate bids for inclusion, rather than mere acts of wanton looting.
The Desire for Belonging
In the end, the riots can be seen as a misguided quest for identity and belonging within a societal framework that equates such with material possession. The unattainable gleam of consumer goods promises a path to social acceptance that, for some, feels frustratingly out of reach.
Consumerism and Travel – Pursuit of Experience
Ironically, when considering the topic of travel, we encounter a parallel to consumerism. The modern traveler often seeks not just new landscapes but also experiences that can be 'consumed' and shared as symbols of a life well-lived. Just as the 'have-nots' of the riots long for material goods to validate their existence, so too do some travelers seek destinations that promise to bestow upon them a sense of personal fulfillment and social esteem. Thus, in even our leisure and pursuit of wonder, we cannot entirely escape the grasp of consumerism that, for better or worse, seems to define our very being.