The ‘seduced’, Bauman argues, are those who are in a social or financial position that allow them to consume effectively. They are not restricted by choice and often purchase commodities or services that exceed their basic needs. They live a lifestyle of luxury to varying degrees and are able to fully participate in consumer society. For these people, the choices offered to them through the market place provide them with an opportunity to create a personal identity through what they consume.
The repressed, on the other hand, are those who are not able to participate effectively in consumer society. For example, the unemployed and those receiving low income, would not be in a financial position to regularly purchase items that exceed every day essentials. Others that would fall under this category include migrants who may have just entered the country and do not have jobs or a high enough social status to enable them to consume effectively. Also, the older generation who are in receipt of a basic state pension who do not have the disposable income that would allow them to purchase luxury items, and some disabled people whose disability in itself may not allow them to participate fully in society.
However, income is not the only factor that determines whether a person is ‘seduced’ or ‘repressed’, although it is hugely important. A young person with very little money may be able to earn social acceptance by what they wear and what they do. Although they have little money they would still find it easier to become a part of consumer society than say an older person, who may find it more difficult because they have to spend what they have on food, bills and basic necessities (Hetherington 2009, p. 29).
Society has become so concerned with self-expression and creating personal identities through consumption, that more and more people are purchasing goods that would be classed as ‘luxury’ items. For the majority, consumption has now become about lifestyle choices. So have the retailers had a part to play in this? Have they influenced the way in which society now consumes? Peter Jackson’s study of retail outlets and why many people prefer to shop there supports Bauman’s concept of the ‘seduced’ and the ‘repressed’, i.e. the winners and losers of a consumer society. According to Jackson’s survey many people prefer shopping at retail outlets not only because of the large range of goods available in one place but also because they deem them to be safe, regulated and convenient places (Hetherington 2009). However, these retail outlets do not cater for everyone, and as a result help to further increase the divide between those who are able to consume effectively and those who are not. Only those who are mobile, have transport and enough disposable income are able to shop there, therefore excluding other groups of people such as the unemployed, people on a low income or those with a disability that would prevent them accessing such outlets. In addition to this, as people transfer their shopping to these retail outlets, local businesses begin to suffer as they lose vital customers. They find it impossible to compete with the low prices that big retail outlets and supermarkets have to offer and as a consequence some local businesses are forced to close due to lack of business. This only serves to further exclude the ‘repressed’ from participation in consumption as their choices become even more limited (Hetherington 2009).
The competition between the big stores and local businesses reinforce the already existing inequalities between the winners and losers of our consumer society. As Allen suggests, the development of supermarkets has moved trade away from town centres, taking with it the business from the local independently owned town shops. However, it is not just the businesses that suffer. Some consumers, especially those who fall into the ‘repressed’ category, also suffer greatly as the choices where they can shop become even more restricted.
In conclusion then, it is fair to say that the majority of society now consume beyond their basic needs, whether this be for personal or social reasons. Unlike previous societies, the majority of people now have enough disposable income to allow them to consume effectively whether it is used as a means for self-expression or to create a personal identity that will enable them to fit in with society or a certain social group. On the other hand, however, albeit a minority, some people are still only able to purchase items that would meet their basic needs, creating feelings of exclusion and low self-esteem.
Furthermore, big retail outlets and supermarkets seek to influence the way in which people consume. They use underhand tactics to seduce people into buying things that they may not normally buy by displaying them in a way that is eye-catching and appealing to the consumer. In addition to this, they further exclude the ‘repressed’ by restricting the choices they have.
However, there are some criticisms of the argument that Bauman puts forward. Firstly, he fails to account for the people who choose not to shop at big retail parks and supermarkets as a matter of personal choice, even though they have the money to shop there if they wished to do so. For example, those individuals who are concerned with the environment may prefer to shop at smaller, local shops that pride themselves on selling local produce. Secondly, it might also be argued that he ‘downplays the importance of shopping for essentials, as a routine activity in which providing for others is just as important’ (Hetherington 2009, p. 47). It is also important to remember that every consumer has to shop for essentials, not only the ‘repressed’, and this supports the argument that shopping is about need. Yet as previously mentioned, the majority of people now consume way beyond that thus supporting the argument that shopping is about lifestyle also.
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References
Allen, J. (2009) ‘One-Stop Shopping: the Power of Supermarkets’ in Taylor, S., Hinchcliffe, S., Clark, J. and Bromley, S. (eds) Making Social Lives, Milton Keynes, The Open University.
Hetherington, K. (2009) ‘Consumer Society? Shopping, Consumption and Social Science’ in Taylor, S., Hinchcliffe, S., Clark, J. and Bromley, S. (eds) Making Social Lives, Milton Keynes, The Open University.
Self-reflection
I am really enjoying gaining a deeper insight into how society operates, it’s fascinating.
Again, I have found organising my time around other commitments very difficult and I feel this essay has definitely suffered because of this.
