Real Wild Child is an interesting production which documents how popular culture has developed in Australia and in turn, how new markets have developed from the conservative society of the 50’s into the new consumerist culture of the 90’s. This information is documented in the ‘living costs’ table(s) which display some of the necessary goods, such as milk and bread to the not so necessary, like plastic toy figurines. The interesting thing is that as you progress towards the 90’s the number of ‘unnecessary’ items in the cost of living, including music items increases dramatically. The reason for the change in attitude towards spending is no doubt due to the evolution of the ‘teenager’ who demanded his own identity and independence from the ‘household’. This aspect of our history is illustrated by the 50’s milk bar in which posters of teenage idols can be seen all over the rooms and the renowned juke box has its own corner of the store. Because of these features, this cdrom can be perceived as an educational tool. It informs its audience about facts, but it still targets an audience because of its position as a consumer product. Today’s teenager would be drawn to RWC because of its funky, mambo style graphics and complete interactivity. Whilst the older generation is drawn to the many nostalgic memories that are created by the skilfully crafted décor of each room containing the many icons, sounds and colours of the period it is depicting. The attitude of the makers of RWC to the development of the consumerist culture however is very positive one, despite some of the shocking information it reveals about its history. The ever-present drug culture that is the focus in the ‘Hippie House’ was a result of teenagers seeking an alternative lifestyle to that of their parents. “The emergence of rock’n’roll was symbolic of a new generation looking forward”. Many celebrities idolised by teenagers began to announce their addiction to drugs, especially to heroin during the 70’s. In 1977, politician Donald Mackay was assassinated by mafia hit men because of his anti-drug activism. In the 80’s the drug culture had spread so widely that murders relating to drugs were a very common occurrence in Sydney and Melbourne. In the 90’s anorexia became a serious problem for young women who aspired to look like their favourite actresses, artists and models. In fact consumer culture began to affect politics as well when the Labour party’s ‘It’s Time’ campaign, was the first to combine pop music and political rhetoric to win votes. According to RWC’s own data, the growth of consumer culture has not enriched the lives of people. It led to drug abuse, youth suicide, family problems, underage drinking and a host of other issues that still exist in today’s society. The creators of Real Wild Child, by naming their CD so, create a paradox between the sinister information it contains and the celebratory manner in which the production depicts consumerism to Australian Society.
If consumerist culture enriches our lives then we should feel happy about it, shouldn’t we? The economist Ross Gittens has asked that very same question and the conclusions he reaches have proven to be quite interesting. In his article “Happiness Won’t Last”, he points out that people living in the rich countries of the world are in a better position to be ‘happy’, however the rift between the happiness level of rich and poor countries is surprisingly marginal. “Most people say that money does not buy happiness”, research however proved that between the lowest income group of less than $15000 a year, and the highest (>$90000), only a 5% difference in satisfaction with life was reported. Why then doesn’t money make people happy? “In developed countries, the growth of income per person since the 50’s has had no effect on the happiness level”. In the opinion of Gittins, the higher our income becomes the more ambitious our goals and demands are. What may seem like an exciting new product in our lives, quickly becomes what we are used to having and come to expect. The use of statistical information in Gittins’ article makes his language very persuasive in its argument. Such phrases like “Yesterday’s luxuries become today’s necessities”, emphasis his point, yet do it in a manner which gets straight to the point. Gittens also revealed in his article that humans always seem to think that just a little more money will make them happier. This drive for more money and supposedly more happiness is known as the “hedonistic treadmill”, a metaphor appropriately used by Gittens to show the incredible power of the lure of wealth and the search of happiness. It is probably the reason why we are not satisfied by money and material possessions which the consumerist culture is offering us by day and by night.
(Comment on the rhetorical elements of this article. How does he use language to persuade us of his position?- rhetorical q’s, survey results, emotive language/imagery??)
In conclusion, we are not the benefactors of the growing consumerist culture. Our lives have become more complicated, demanding and stressful if anything, because of these absurd possessions that we think give us happiness. We are constantly examining the lives of the rich, successful, the famous and the glamorous, whether in business, music or film, in a futile effort to improve our normal, everyday lives.
