A piercing and vital look at how capitalism is consuming U.S. society.
An apt sequel to Benjamin R. Barber’s best-selling Jihad vs. McWorld, Consumed offers a wrenching portrait of how adult consumers are infantilized in a global economy that overproduces goods and targets children as consumers in a market where there are never enough shoppers. Driven by a frantic imperative to sell, consumer capitalism specializes today in the manufacture not of goods but of needs.
This provocative culmination of Barber’s lifelong study of democracy and capitalism shows how the infantilist ethos deprives society of responsible citizens and displaces public goods with private commodities. Traditional liberal democratic society is colonized by an all-pervasive market imperative. Public space is privatized. Identity is branded. Our world, homogenized. With brilliance and depth, Barber confronts the likely consequences for our children, our liberty, and our citizenship, and shows finally how citizens can resist and transcend the civic schizophrenia with which consumerism has infected them.
Customer Reviews
Hard read but:
Benjamin R. Barber’s “Consumed” is a hard book to read but a necessary one. Barber tells us how capitalism once met the “needs” of people and that it now just meets what he calls “faux” demand. It’s the rise of the protestant ethics and ethos that has made capitalism thrive until today. The rise of infantilization and the dumbing of consumers has given corporations the power to control our so called “wants.” Barber doesn’t give us a solid solution to this (even he admits it will take a big effort) growing problem but it is a start.
How a book infantilizes adults and swallows citizens whole:
It seems like there is an endless market for “Marx-lite” books by people who hate America and the West. Here is another example without a new idea in sight. Famous authors, such as Marx, Sombart, and Gaibraith, have previously rebottled this old wine. Like them, Barber hates our movies, our culture, our food, our sports, our consumer products, our free markets, and, of course, the likes of Wall Street, Silicon Valley, Gates, Gilder, Wal-Mart, GM, Google, and on and on. It is depressing just going through all the parts of America he feels are misdirected and even immoral. Is this really a person who loves America?
Where are the positive examples and why this perspective? Because, as the Nobel Prize winning economist Hayek has pointed out, for socialists, “Every activity must derive its justification from conscious social purpose.” Thus Barber must tear down all those activities that he feels have either no purpose or the wrong social purpose. This quote by Hayek is a succinct summary of the motivation behind the book. Toward this end, Barber quotes many attention-grabbing sources. For example, on page 51 he asks us to consider, “Karl Marx who presciently explained how `the expansion of production and of needs becomes an ingenious and always calculating subservience to inhuman, depraved, unnatural, and imaginary appetites.’” A question: Does that really describe you or your friends?
Like most socialists, he has no respect for the individual: We are all at the mercy of those terrible companies who want to sucker us into buying things we don’t want or need. Hey, but Barber will be happy to decide what we need. He knows the truth — ask him. But why is he or some other group better qualified to decide what we need?
Barber has no understanding of free markets, the emerging global economy, or even the mom and pop shop on the corner. Like many academics, who have never produced anything but papers and books, he writes with absolute confidence and with noteworthy ignorance, not because he is unintelligent but rather because his starting perspective is wrong.
This is a long tedious book: Barber seems to crank this stuff out by the ton. As he would say, this book is an immoral waste of resources that we as consumers should reject because it has no larger social value. The only thing it has going for it is a mighty ad campaign aimed at corrupting children, infantilizing adults, and swallowing citizens whole. But, then again, each of us will have to decide that.
Right on the mark…:
I see a number of other reviewers belittling the book because of some trivial factual error regarding sports figures or celebrities, but in my eyes those points merely underscores the point that Barber is trying to make. In the end the constant media focus on these types of people is in my eyes a mass distraction. Does it change my life one iota when a drunken celebrity does something stupid? Not at all, but the media covers it for hour on end, and people lap it up.
People defend popular culture such as Harry Potter or Shrek, but these are all pure escapism and have very little relevance to our daily lives. Reviewers of those films make tortured comparisons to try and prove relevance to daily life, but the sad fact is that many people have become conditioned to not expect more, and perhaps not even have the patience to view a more substantive work.
Other reviewers insist that they aren’t manipulated and that they have free choice. To an extent that is true, but one can easily argue that many people are making poor choices because they have been so deeply conditioned by advertisers. How can you justify spending 50K$ on a car, and replacing it when it is 3 years old when an inexpensive well-made car will fulfill the basic needs of transportation and may last 5-8 years instead? How can you justify spending money on bottled water when tap water in most areas is just fine? And how can you justify accumulating tens of thousands in consumer debt just to acquire all of this stuff? There are countless such examples all over the place.
And finally, there is the paradigm that runs deeply through our society that having more money and having more material goods will somehow make you happier. The problem is that these desires can never be satisfied - there is always something more, and there is always someone else who has more. In the end all of this materialism leaves people feeling empty, and the only tonic that they know to try and fill the void is to go out and shop some more.
On the other hand, if you can reach a point where you are content with what you have, you may find that many of the things that you do have are completely superfluous and can be donated to Goodwill or sold. Get rid of enough stuff, and that McMansion will seem empty, and a more modest and affordable house may meet your needs quite nicely.
Best Book I’ve Read in 5 Years:
This is the best book I’ve read in 5 years. And I usually read 30 or so a year. It is the most challenging thing I’ve ever read. Throughout almost every sitting with the book, I would have to walk away and just sit to let it soak in. It was extremely cutting and exposing to me. And I dare say convicting. It’s helped me to realize what a hyper-consumer I am and how childish I am in my tastes and entertainment. Even how childish I am in my spending. I never thought there would be a day when I felt like I needed to grow up and be a man, but this book helped me to entertain the possibility. The basic idea of the book focuses on the infantilization (dumbing down) of our society via the means of marketing and advertising. And the hyper-consumerism capitalism that we live with today. I couldn’t recommend this book more highly. But I will give one disclaimer. It’s 300+ pages of really small type. What makes it worse is that the author writes it like an academic paper. For example the first chapter which is only 35 pages long has 98 footnotes. It’s just a really difficult read where reading 20 pages takes you an hour. So you’ll either love the book or hate it. If you’re a nerd, you might dig it. If you’re not a nerd, you won’t.
Try something else.:
I confess, I didn’t read the whole book. A friend gave it to me, and I parked it on the shelf after reading half and skimming the rest. Jeez-Louise! I’d hate to spend a week on an expedition cruise with this guy! He’d be the first one trying to feed the animals and then monopolizing the talk at dinner till everyone wanted to jump overboard. I didn’t realize corporate America had captured everyone’s free-will. The evil Bill Gates and Steve Jobs must be supressed along with Rupert Murdoch and the Walton family! I suggest reading Alexis-Charles-Henri ClĂ©rel de Tocqueville. He still rings true today. You’ll sleep better at night. You want an entertaining picture of rampant consumption in America today, seen through the lens of 1840’s when the all-corrupting market swallowed the entire continent of North America…and yes, is still swallowing it…There’s a lot to eat out there, bunky! Read Heyday by Kurt Andersen. We may not be perfect but there must be some attraction if 12 million people will risk life and limb to get here one way or another. Mr. Barber and his book would probably be better fare in Venezuala or Cuba.
