(Or, The
Affluenzas)
Yeah, I've read both books. They've got the same title, they both talk about consumerism on the effects on personal life and society, yet they read as differently as chalk and cheese. My thoughts about them have been percolating for a while.
I read PBS' Influenza (cover on the left) first, about three years ago. By then, my "hippie" and environmental reading was at the point where PBS' exploration of Affluenza was like a baby book--not an insult, but it was written much like a beginner's guide to consumer culture, and generally approached the reader as someone suffering Affluenza, who needed diagnosis, an introduction to the disease, and lots of very clear illustrations on the pervasiveness of the disease. Then it also gave cures, again with very clear instructions, suggestions like regular de-cluttering, volunteering with the less fortunate, and working less.
(BTW, those of you who have watched the Story of Stuff will have covered the environmental side of consumer culture. So again, the subject won't be new.)
PBS' Affluenza is a good book, one that I'd recommend, but mostly to those who would be considered comfortably inside the mainstream of society and who don't usually read "difficult" books. It's got a friendly tone, humour, illustrative examples and cute anecdotes... and doesn't go into the "radical" territory of covering child labour, the dark side of globalisation, or corporations meddling in politics/violence/inequality (ie. it's like the more approachable sibling of
Naomi Klein's No Logo).
Oliver James' Affluenza, on the other hand, is a book that is much less US-centric (James being a British writer and documentary producer) and in fact explores Affluenza's impact in about a dozen countries around the world, including Britain, the US and Singapore. It's got more attitude, it doesn't shy away from alienating the plebes, it goes deeper in the discussion of the effects of consumer culture on psychology, happiness, alienation, prejudice, education (or programming, as the case may be), creativity and humour. Mind you, it's got a bit of hyperbole, because his commentary on the effects of consumerism in various countries was 75% based on one or two citizens per country, with the remaining 25% based on studies and statistics that he could obtain for each country. (On a side note, the person from Singapore whom he studied sounded like a real empty-headed bean counter with no sense of humour.)
It's nutty, but my liking of James' book went on a roller-coaster ride as I read it: I loved it, then hated it (in one chapter he kept referring to Singapore's ex-PM erroneously as "Lee Kuan" and "Mr. Yew"), then liked it, and months now after returning the book to the library, I love it again, because one of the big ideas in the book now makes a
lot of sense. It's this:
There are people who can only find value in activities and objects by having that value told to them. And there are people define the values of things by their own measure. Extrinsic vs intrinsic values.
It goes further than consumer culture--this ability to find intrinsic values (as opposed to simply accepting extrinsic values defined by others, and corporations) is an ability either encouraged or completely suppressed by cultural norms, parental upbringing, education systems and a society's media. The more of this ability you have, the easier it is to define your own happiness, to do things just for fun's sake, to be active in one's community, to think outside the box, be adaptable, etc etc.
Babies and toddlers left to their own devices will develop the ability to find intrinsic value in stuff. They become hugely interested in things like empty cardboard boxes or wrappers--ignoring the expensive toys wrapped within--Sorry, that toy's monetary or educational value won't convince them even if explained. Nothing external is going to sway the kid's opinion. He or she has assigned an intrinsic value to the cardboard tube and ain't letting go of it.
You realize where this is going... kids as they grow up get the "real" values of things hammered into them--by their parents, their peers, their heroes and idols on TV. In a highly commercialized and materialistic society,
severe Affluenza will render a person incapable of defining happiness outside of having/owning stuff or the ability to buy stuff. And the value of the stuff they
must have is dictated by TV, magazines, trends, and basically, everything external. These people don't buy paintings or decor for their houses depending on what they like. They buy stuff on the basis of the stuff's price-tags and prestige. They take
jobs based on the pay and prestige. Their own
value depends on their pay, their possessions and prominence in society. They measure themselves with this, and may tend to see and judge others by what they own and wear too.
Without sounding (too) snarky, these people would be easily swayed by perceived authority. They would shun grassroots movements or blogs by no-names (no intrinsic value there), they don't read books that aren't on bestseller lists, would tend toward heavy-headed political ideologies and parental behavior. Religion, if pursued, would be in the paternalistic vein, etc etc. They don't pay a lot of attention to issues or people that are "beneath" them or different from them--there's no value or benefit there. And so they would continue until someone higher up the societal ladder instructs them otherwise.
I'm sure some of this is beginning to sound familiar... or is it just me? It doesn't matter if your passion is politics, religion, racism, sexism or just plain shopping... I know you know people who fit this description. (They can be intelligent people, but have you ever felt there's an some aspect of their perception or thinking that's... I dunno, atrophied?)
The ability to find intrinsic value varies from person to person and isn't uniform in all areas of one's life. The ability can also be encouraged or discouraged, developed or suppressed... and plenty of governments, large multinational corporations, media companies and lucrative religious organisations benefit from having it suppressed.
You see why I love Oliver James' book. It has its faults, and it isn't for everyone, but the intrinsic vs extrinsic value stuff, once I thought about it more, has been fitting all the situations and behaviors I've been looking at since reading the book. Mind you, this has been my take on it.
And I also know all the people on my friends list don't lack the intrinsic-value-finding ability.
It's just the crowd I roll with. ;)