Consumption and the City Essay

Question 1

‘There was a consumer revolution in eighteenth-century England.  More men and women than ever before in human history enjoyed the experience of acquiring material possessions.  Objects which for centuries been the privileged possessions of the rich came, within the space of a few generations, to be within the reach of a larger part of society than ever before, and, here for the first time, to be with in the legitimate aspirations of almost all of it.  Objects which were once acquired as a result of inheritance at best, came to be the legitimate pursuit of a whole new class of consumers’ (McKendrick et al 1982 p. 1) Critically evaluate this statement.

Throughout the literature it is clear that there was a definite consumer revolution in the eighteenth century (Clarke, 2003; Lury, 1996; McCracken, 1990). McKendrick 1982 maintains that the ‘great transformation’ which occurred across Western societies in the eighteenth century was not only the result of an industrial revolution but also a consumer revolution. Mckendrick’s argument for the rise in consumer demand has been recognised by many as an acceptable account.  However, this essay will demonstrate that there are many flaws in his work.  In addition to this the paper will also highlight other theories in this field such as the work of Campbell on “the Romantic Ethic and the Spirit of Capitalism”, Social Emulation and urbanisation.

McKendrick states that there was a huge increase in consumption in eighteenth-century England and that this consequently in the latter stages of the century developed into a consumer revolution.  The consumer boom towards the end of the eighteenth-century had escalated into a consumer revolution.  He highlights the fact that whilst much attention has been given to the industrial revolution and the production and supply of goods, the demand and consumption of these goods in vast quantities has been a largely neglected area. McKendrick suggests the reason for this is that most historians and people of western society in general have a deep-rooted aversion towards the issue of consumption.  He believes western ideology has a tendency to suggest that materialism is partly responsible for the decline of social values customs and cultures.  He states that “there are deeply influential beliefs incorporated in the prelapsarian myth”.   Therefore it is believed that in this mythological ideal past man existed freely in a “just and organic society… uncorrupted by commerce and industry” (Mckendrick et al 1982 p.30). In accordance with this view consumption is the source of materialism which is perceived as causing the downfall of the accepted norms of civilisation and communities in prelapsarian societies.  Thus consumption is frequently regarded as being a corrupt result of the rise of the industrial capitalist society. (McKendrick, 1982)

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McKendrick claimed that emulation was a key factor in “an unprecedented propensity to consume” that advanced in force during the course of the century.  The emulation concept was not new and had first been introduced by Veblen. Simmel had also placed much emphasis on social competition being the grounds for the consumer revolution. Perkin also shared this view. He maintained that if consumer demand propelled the industrial revolution then social emulation was the driving force behind

consumer demand. The vast majority of people in Britain in the 18th century were earning enough disposable income and were now increasingly more inclined to ...

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