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