Not only in China but the conflict between culture and the environment is observed around the world. However, apart from practices like burning joss paper and idol immersion that have a long history, the situations of some “newly-invented” traditions are more interesting. In the previous post, we talked about how local people’s opinions towards the core conflict are centered around shared history, beliefs, and a sense of belonging. Thus, I grow curious about why people would prioritize their new traditions over the environment.
One study researched into people’s mindset toward consumerism during Black Friday in the UK. This study described how people would think of activities like shopping (referred to as consumer culture) as a tradition and part of their own culture despite the lack of long history (Smith et. al, 2015). Some of the motivations behind this consumer culture include the fear of missing out, pure impulse, and the ideology of liberalism. For example, people would compare themselves to people around them and want to surpass others in terms of materialistic achievement. Some people buy simply because they “can do anything they want”. Many people interviewed in the research expressed that their shopping activities are due to their own will. All these motivations work collectively and produce consumerism which is deeply rooted in many people’s minds.
However, if we think of this issue from another perspective, we would question the legitimacy of classifying consumer culture as a real tradition that holds value. First, consumer culture is not of any ethnic uniqueness. All the real traditions we talked about are practiced by specific ethnic groups. On the contrary, anyone in the world can just go to a shop and buy more than he/she needs. This lack of uniqueness leads to a lack of value. Second, consumer culture lacks connotation. Real traditions, such as fireworks in China, idol immersion in India, and Christmas all involve profound history, beliefs, virtues, and connotations. For example, fireworks are a symbol of people’s victory over wild beasts through the use of fire. Idol immersion is to show respect to benevolent deities. Christmas is the birthday of a saint who saved numerous people. Consumer culture, nothing. Thirdly, consumer culture is not even developed bottom up by people, but by capitalists as a means to earn more profit. In Smith et.al’s paper, they talked about the overwhelming advertisements by companies. Some ads aim to provoke people’s vanity. Some ads steer up unnecessary needs like better body figures and better hair quality. These create fake anxiety in people and the fear of missing out on something important. In conclusion, to me, consumer culture is not a tradition and holds zero cultural value.
But again, we tend to think of issues from our own perspectives. If we look at an economist’s point of view, the results may be very different. This reminds me of the Environmental Economy module I took at NUS. There are some concepts I learned from that module that I consider worth sharing. For example, the theory of every environmental problem should have an “internal solution” that balances the economy and nature. In fact, I don’t dislike the notion of compromise. If consumer culture can really create economic profits that far outweigh its environmental cost, it is not justifiable to put a stop to it. In reality, we are able to see the numbers on paper on how much money is earned but environmental costs are usually hard to quantify. Especially providing the fact that we don’t fully understand how nature works. This again emphasizes the importance of further scientific research about the environment.
But do all the reasonings make consumer culture acceptable? I would still say no. Even if the economic benefit is big, there will still be huge inequality in the sharing of benefits. Under this capitalist world order, that is what we see all day. Environmental injustice will become more prominent, which is yet another big issue in this field of study. In conclusion, we need to think of the values of real traditions and make careful, science-based policies to reduce their environmental damage but for fake traditions like consumer culture, there is a need to stop it.
Thank you again for reading my blog! Have a nice day!
References:
Oliver Smith and Thomas Raymen. (2015). Shopping with violence: Black Friday sales in the British context. Journal of Consumer Culture, 17(3), 677–694. https://doi-org.libproxy1.nus.edu.sg/10.1177/1469540515611204