by John Gray

Created on: October 04, 2007   Last Updated: May 26, 2009

Financial prosperity is a myth, it doesn't exist. The consumerist lifestyle which the obsessive media machine feeds never stops. Not for one second.

There is little wonder that our core principles and values are being constantly bombarded by the media and the people around us. The problem is we don't even realise the extent in which advertising and the rule of the mass markets affects our lives. It is estimated that the average person is exposed to around four hundred advertisements each day, four hundred. There is little wonder that we are never satisfied.

Everyday people are getting themselves into thousands of pounds worth of debt in order to buy things in which they don't need, if they honesty reflected upon their purchases. There is a general feeling that community spirit, social wellbeing and common morality is being strongly affected by this type of consumerism. Consumerism no doubt boosts the economy in the short-term, but who is measuring the long term social effects?

Most recently mental illness has been strongly associated with the fear of social inequality. This is not just readily apparent amongst the working classes, but it is increasing active in middle class range as well. In professions such as doctors and teachers recent studies show that people are having increasing mental breakdowns in which one of the root causes is being traced back to fear of financial and social inequality. This is not helped by the ever increasing costs of living. Simply paying the bills is getting harder and harder, all of which means that in such professions standards of living have dramatically fallen, if somewhat "silently."

These are extreme cases of course but even in small ways we are all affected by it. It is not just the product that is advertised which is shaping our desires, with or without us really knowing it. Whenever we read, see or hear and advertisement we are not only consuming the product, but the message which that product contains. There have been many social theorists who write upon his issue people like Judith Butler and Jean Baudrillard. They would argue that a person is shaped by commercialism and the power of the media to construct our lives in the image of desire.

Our current postmodern age is a place which resembles the fast food restaurant. The "best" things are not necessary those which are the quickest, fasted or newest. Appreciation for the finer things in life, the great art and literature of the world (which costs very little to actually enjoy) are being replaced by the reality TV and the celebrity, and with it the goes the values and beliefs of a generation.

In an old fable a Greek philosopher was once asked what he required by a great Prince. He offered him anything he required at all fine houses or riches were his upon his request. When the Prince asked him again what he wanted of the prince the philosopher said "can you step out of my way you are blocking the sun?" Such a fable I fear is lost on many people in today's consumerist world.

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