| In spite of being founded under precepts of | | | | consumerism in the United States will be taken |
| simple life and frugality, like those held by the | | | | into account in order to give a broader idea of |
| Pilgrims, consumerism in the United States has | | | | the implications and causations of consumerism in |
| been a strong driving force since the times | | | | the United States. As consumerism and |
| around its foundation. Regardless of the open | | | | globalization are closely interlinked, it is necessary |
| criticism by some sectors of society along the | | | | to understand the present interactions of both in |
| years in different period of its history, | | | | the United States. |
| consumerism has triumphed in the consumer | | | | The rise of consumerism in the United States has |
| society of the United States as can be seen on | | | | been a steady process along the years, especially |
| the high levels of consumption all along its history | | | | throughout the twentieth century around World |
| as a nation up to the present time. The term | | | | War I. Charles Kettering, from General Motors, |
| "consumerism" is commonly used for expressing | | | | put it simply this way: "The key to economic |
| different ideas. In this essay the term is used to | | | | prosperity is the organised creation of |
| "describe the effects of equating personal | | | | dissatisfaction". (FAIR n. d.). In the first quarter of |
| happiness with purchasing material possessions | | | | the twentieth century in the United States there |
| and consumption". As such it is a term "often | | | | were technological advances that helped to |
| associated with criticisms of consumption starting | | | | enhance production processes. There was |
| with Karl Marx and Thorstein Veblen, but can | | | | overproduction, and consumers couldn't afford |
| actually be traced back to the first human | | | | what was being produced at such a high pace. |
| civilizations." | | | | The rise of consumerism in the United States is |
| According to Professor Peter Stearns at George | | | | also linked to the birth of Public Relations. Around |
| Mason University a reasonable shorthand definition | | | | 1915 the so-called father of modern Public |
| of modern consumerism can be given stressing | | | | Relations, Edward Bernays, created propaganda |
| two distinct features: "1) a serious commitment to | | | | techniques for the U.S. government in relation to |
| the acquisition, display, and enjoyment of goods | | | | World War I in order to control public opinion |
| and commercial services clearly not necessary to | | | | about this war. After his success in getting |
| subsistence however generously defined, and 2) | | | | support for the government in wartime, Bernays |
| participation in the process by social groups | | | | began to apply that knowledge in peacetime in |
| outside the upper classes." (Stearns 2003, para. 5). | | | | the areas of business and commerce. One of his |
| These definitions are very important to consider | | | | famous expressions of that time states the |
| as they shed light upon the use of the term | | | | following: "the conscious and intelligent manipulation |
| "consumerism" in the present essay about the | | | | of the … opinions of the masses is an |
| history of consumerism in the United States. | | | | important element in a democratic society. It is |
| In order to study the history of consumerism in | | | | the intelligent minorities which need to make use |
| the United States two different approaches will be | | | | of propaganda continuously and systematically". |
| taken. First, the rise of consumerism in the United | | | | (FAIR n. d.). The idea behind those kinds of |
| States will be seen from a general point of view | | | | phrases has been widely used for political and |
| emphasizing some philosophical and ideological | | | | commercial profits through the manipulation of |
| aspects of consumerism in modern society. | | | | public opinion and the power of mass marketing. |
| Second, a brief history of consumerism in the | | | | On the other hand, taking a look at the history of |
| United States will be undertaken under a | | | | consumerism in the United States from a |
| chronological point of view making emphasis on | | | | chronological perspective, the article "The History |
| some relevant dates and cornerstones of | | | | of Affluenza" by PBS (n. d.) is really very valuable |
| consumer culture in the United States up to the | | | | in order to have a clear picture of consumerism |
| present. | | | | along the years in the United States since the |
| All along the way certain significant features of | | | | Discovery of America up to the present day. |