Consuming identities

      It appears to be a modern capitalist phenomenon that we increasingly develop our notions of personal identity through acts of consumption rather than production. It may be a romantic sentiment, but no doubt gone are the days when a man was defined by his life's trade and given the last name Smith or Shoemaker. Rather, we now understand ourselves in our consumer activities while our employments are sidelined as necessary means of capital accumulation; which then goes towards our purchasing power. The more cash we possess, the greater our access to the identities we might might desire. The depth of our pockets also dictates our access to certain exclusive groups, all united by their excessive capital resources. For example, malls and shopping centres are the domain of the well-to-do middle class who own cars, live in the suburbs, commute to work, etc. as a sign of belonging.  Unwanted individuals such as the homeless, minority classes, political radicals are effectively screened out through these barriers, thus guaranteeing homogeneity. This is the obvious part of the process.

     More importantly, we are buying false selves. We are so thoroughly ensconced in this consumer-oriented social complex that the feebleness of such endeavors no longer bothers us either. This pathology goes deeper even that simple shopping habits and real estate demographics. It operates on an immediately personal level as well. By even visiting this page and reading its content, you are in effect consuming a particular notion of selfhood. Of course, this blog is also a wide-open display of my own consumptive tendencies. The music I listen to, the books I read, the issues I engage: they all combine in an effort to establish something distinctively "me". I am attempting to distinguish myself from the multitude by not eating meat products, studying eastern philosophies, and so on. These things are not me. And I am not them. But by consuming them, I am arrive at some suggestion of identity; however illusory it may be. We are paradoxically trying to be different but the same all at once.

     There are all sorts of niches and sub-cultures that are bonded by their collective preferences, rejections and habits. Rarely are they united by vocation or production however. We no longer know people by what they produce with their hands or the strength of their arm. As far as I can tell, this phenomenon can trace its lineage back to the the advent of medieval mercantilism, from whence the idea of excessive profit for the middleclass was derived. Prior to that, economies were more primitively based on immediate exchange at the necessity/survival level. There are exceptions I'm sure, but as far as widespread systems of consumptive lifestyles are concerned, this is a rather recent occurrence.

     To honest, I don't have much advice as to how this pratice of consuming identities can be rectified, or even if it necessarily requires amendment. I just happened to realize that it underlies much of the modern human experience and wrote this muddled post in response. Take that knowledge however you will. I suppose the take-home message would be not to get too caught up in such practices and take a moment to consider people as they are, not what they consume.