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Consumer credit starts in late 1800s, along with advertising, along with the whole notion of "customer service," (borrowed from Christian service and debased by capitalists), bogus "profit sharing" programs to mollify workers (but only under the threat of union organizing). The turn of the century store owners created consumption palaces (like today's malls) to facilitate profligacy (moving seamstresses off the main selling floor so as not to interfere with the fetishistic fantasy goods, a strategy which finds its current expression in sweat shops well off the premises in the Third World). They spread the Parisian idea of fashion from the realm of clothing to every kind of consumer product. And marketing hasn't changed one bit since then either. One department store used a kind of "Sprint Friends and Family" promotion in 1910 to get people to volunteer likely friends for charge accounts.
Leach identifies three matters he believes are central to the why and how the culture of consumer capitalism came to be the way it is: 1) the development of a new commercial aesthetic (the visual materials of desire such as lights, color and glass), 2) the collaboration among economic and non-economic institutions (an interlocking circuit of department stores, investment banks, hotel chains, and the entertainment industry, but also museums, and universities, 3) the growth of a new class of workers he calls the "brokers: admen, lawyers, investment bankers, museum curators, magazine editors, and experts of all sorts. By 1895, in Leach's words, they had "injected a new 'amorality' into American life, indifferent to virtue and hospitable to the ongoing inflation of desire." According to Emily Fog Mead, an ad expert (and mother of Margaret), writing in an economics journal in 1901: "Accompanying all the early stages of innovation is a fear of wrong-doing, of disloyalty to ideals, and of the coming destruction of the foundation of society; but the next generation has no conscientious misgivings."
Leach notes that this new regime required new ideological underpinnings. Simon Patten, a turn of the century economist, provided them. As the leading light of Wharton's new school of business (yet another invention of this era), he argued that in the new world of mass-produced consumer goods, economic theories of scarcity were anachronistic. This effectively scuttled the writings of Ricardo and Smith, and allowed the new view that mass-manufactured goods and their ready availability would serve to create a standardized set of desires, a common language of aspiration, and thus ameliorate the small differences between immigrants, the poor, the Negro. In other words, Patten equated material "goods" with the social "goods." This blurring of the two has been going ever since. Quoting Leach, quoting historian of religion Joseph Harountunian on this point: "The 'good' is not in goods. The good is in justice, mercy, and peace. It is in consistency and integrity, in living according to truth and to right. It inheres in men and not in things. It is other than the goodness of goods and without it goods are not good."
Leach also identifies elements of America's earlier civic mythology that were appropriated by the new consumer ideologues: 1) The cult of the New. Phrases like New World, New Heaven on Earth, New Nation (conceived in liberty) were common currency in American since its founding (Emerson, Whitman, Douglass espoused versions of the New) As Leach notes: "By the end of the century, however, commercial capitalism had latched onto the cult of the new, fully identified with it and taken it over." "Fashion and style were at the center, expropriating folk design and image, reducing custom to mere surface and appearance."..."Market capitalism [esp. this most radical aspect of it] subverted whatever custom, value or folk idea [that] came with in reach. No religious tradition had the power to resist it, no immigrant culture."
2) "The Idea of Democracy, like the idea of the New and the idea of Paradise (also part of the American mythos and contained within America's millenialist yearnings), began to change under the influence of the new industrial economy. "Gradually, wealth lay less in land and more in capital or in the money required to produce new goods. This pecuniary wealth was owned by a small minority; but at the same time, growing numbers of Americans were losing control of their work, becoming dependent on others --on the owners of capital--for their wages and well-being." "This fostered a double-sided conception of the democracy of desire. It stressed the diffusion of comfort and prosperity not merely as a part of the American experience, but instead as its centerpiece." "...The 'free-market' would allocate to Americans an infinitely growing supply of goods and services. American culture after 1880 -- children as well as adults, men and women, black and white -- would have the same right as individuals to desire, long for, and wish for whatever they pleased."
There was resistance to these appropriations, but eventually "material desires and pecuniary values came to constitute the base measure for all other values, even for ''the dim inner world by which men judge what is for them worthwhile.' Eventually, everyone signed on: Herbert Hoover, as Secretary of Commerce in the Twenties greatly expanded the Department of Commerce to help business, to provide "statistics" and "strategies" for the spread of consumer capitalism all over American and all over the world. Sadly, since then, the business of America has become its only business. A truly remarkable book.
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What I have read, though, looks useful.
In conclusion, I recommend this book to those who really are hopeless or those who are wondering why the other reviwers rated it so high.
Gets you up to speed on one of the most important issues of the 21st century - the dwindling resources and increasing demand for Fuel and Energy.
>>Comprehensive and very readable<< review of the state of WORLD ENERGY RESOURCES,
both old (Oil, Natural Gas, Coal)
and new (Solar, Nuclear, etc).
Did you know:
- Britain could supply 15% of all energy needs with Windfarms?
- The USA will run out of oil in 8 yrs if it stops importing?
- Australia holds the world's greatest Uranium deposits?
- They've been trying for 50 years to build a Fusion reactor?
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Get up to speed with probably THE most important issue of the 21st Century, the decreasing supply and increasing demand for Energy Resources.
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This book should be covered in tie-dye.
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Before I read this book I really respected and admired Shakespeare and now my admiration goes beyond his literature, with the help of the author, his lessons on leadership and management are essential for any person working in a large corporation.
SHAKESPEARE SHOULD HAVE BEEN A CEO!!!
What struck me the most was just how desperate Nixon kept getting. I almost started to think that maybe he even believed the lies he was telling. It was so fascinating to see how he would formulate a "cover" story and then keep presenting it to staff to see if they would replace their understanding of the events with his. What is sad is the amount of denial that Nixon was sliding into at the end. He was justifying his actions so hard, I started to think that he was trying to change reality with his force of will.
Many of the conversations are very revealing and interesting. I wonder if at times Nixon forgot he was being taped? Why would anyone think that what he was up to would stand the test of time and be thought of as acceptable behavior. You get a good understanding of why Nixon and his family fought so hard to keep the tapes private. In my opinion, these tapes have set back all the work Nixon did after leaving office to rebuild his reputation. My only warring would be that this should not be the first or only book on Watergate that you read. It will help you if have read something else to give you some back ground on the conversations. Overall the book is interesting and a good addition to your Nixon collection.
What struck me the most about the book was just how desperate Nixon kept getting. I almost started to think that maybe he even believed the lies he was telling. It was so fascinating to see how he would come up with a "cover" story and then keep presenting it to his staff to see if they would replace their understanding of the events with his. What is sad is the amount of denial that Nixon encountered at the end. He was trying so hard to justify his actions; I started to think that he was trying to change reality with his force of will.
Many of the conversations are very revealing and interesting. It makes me wonder, if at times, Nixon forgot he was being taped? I got a good understanding of why Nixon and his family fought so hard to keep the tapes private. In my opinion, these tapes have set back all the work Nixon did after leaving office to rebuild his reputation. It will help you if have read something else to give you some background on the conversations. Hopefully, this will not be the only book on the Watergate scandal that you read. Overall, the book is interesting and well written.