JOURNAL 1.

 Strasser argues that, because of living in a consumer culture, we hold very different values, priorities, and knowledge from all the people who have lived before us. Choose any one of these she identifies in her article, and discuss it in terms of your own experiences.

After looking at consumer culture through a chronological lens, it is evident that there were major shifts in consumer values over time. 

  In my own experience, I do see how my thoughts on consumer culture would have differed from my fourth great grandfather, who lived as a farmer in Tennessee. My Grandfather, Joseph Henry Hancock, lived in the midwestern United States from 1837 to 1918. This is a time in consumer culture when people were more concerned about sparsity and functionality, rather than visual appeal or having options. Fordism was in full swing during my grandfather’s time, and he probably had a few mail-order catalogs in his front sitting room. 

Comparatively, my experience in consumer culture ranging from 1997 to 2021 has been vastly different. I have been constantly berated throughout my life with advertisements that are much more advanced and strategic than my grandfather could ever imagine. I think it would be interesting if I could study my grandfather’s reactions to the advertising that we are exposed to today, but of course, time travel is yet to be invented. I can’t wait to see how they advertise that one, and who knows, I might be the one doing it.

I try to imagine what his thoughts might have been turning the pages of a Sears or Roebuck catalog back in 1902, and what advertisements might have captivated him. Was it the rocking chair with the ornate headrest that was made of oak? Or was it the latest Roman design that caught his eye? Did he even need a chair enough to feel the urge to purchase? All these questions when I try to apply them to myself, become more futile. I believe this because, in modern times, products are advertised militantly.

My grandfather probably was more intrigued by building materials and longevity; while I would be more concerned about if a chair matches the aesthetic of my interior design.