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Forces that Shaped American Culture, The Impact of Consumerism

improved products, consumer culture, self-fulfillment, professional accomplishments, electronic gadgets

Popular culture is linked to the growth of consumerism, the repeated acquisition of an increasing variety of goods and services. The American lifestyle is often associated with clothing, houses, electronic gadgets, and other products, as well as with leisure time. As advertising stimulates the desire for updated or improved products, people increasingly equate their well-being with owning certain things and acquiring the latest model. Television and other mass media broadcast a portrayal of a privileged American lifestyle that many Americans hope to imitate.

Americans often seek self-fulfillment and status through gaining material items. Indeed, products consumed and owned, rather than professional accomplishments or personal ideals, are often the standard of success in American society. The media exemplify this success with the most glamorous models of consumption: Hollywood actors, sports figures, or music celebrities. This dependence on products and on constant consumption defines modern consumer society everywhere. Americans have set the pace for this consumer ideal, especially young people, who have helped fuel this consumer culture in the United States and the world. Like the mass media with which it is so closely linked, consumption has been extensively criticized. Portrayed as a dizzy cycle of induced desire, consumerism seems to erode older values of personal taste and economy. Despite this, the mass production of goods has also allowed more people to live more comfortably and made it possible for anyone to attain a sense of style, blurring the most obvious forms of class distinction.

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