Introduction: At present, information and media literacy are frequently discussed subjects in the library setting. This translation of Tourev’s « Adolescence et société de consommation » is offered in this light.
It is true Tourev’s remarks about the adolescent and their consumer pressures are limited to a critical stance. His comments capture something important, however, in part as a reminder of the terrific imbalance of forces involved. With this we can note, that as businesses with their marketing arms grow and grow – probably a little since, say, the 50s – the young individual is still … the lone (immature) individual — unless they are helped with appropriate education.
[First posted Nov. 29, 2018]“Adolescence et société de consommation” by Pierre Tourev.
(“Adolescence and the consumer society”.)
“If men and women are content, they do not consume. The sense of being deprived, of frustration; these are the basic desires or motivations for consumption. One must offer, therefore, inaccessible models of beauty and wealth, so that frustration leads the consumer on the path to buying”. — Michel Piquemal, Le Prophète du libéralisme – 2005.
Adolescence is a difficult, even dangerous age. It is a time of revolt, first against parents, but also against the social order and all forms of injustice – real or imagined. Convictions are forged during adolescence.
Advertisers have made adolescents their preferred target. They represent a market of unlimited potential. Insidiously, the consumer society does everything to soften and lure them, offer instruction; to make them docile consumers rather than rebels. The advertising bombardment continues throughout the day: television, radio, press, billboards, Internet; and the subtle manipulation resulting from contact with friends from school. The strong urge of the adolescent for group acceptance, as well, is exploited to full effect. To this is added the VIP group; from show biz and TV, top models and other “celebs” – who present models of consumption, and whose only merit relates to their “image”.
In playing on the feeling of group acceptance, on the fear of ridicule and being “uncool”, the high dose of advertising finishes by forming a kind of dictatorship – of brands, fashions, and fully contrived idolatry. Submerged in the incessant flow of messages, fascinated by images and words; it is rare for adolescents to know their condition of strangely charmed manipulation.
Even more rare are those who revolt against this, saying: “Not me, I’m going to school with a book bag or t-shirt without an (obvious) brand – I’m not a person in a sandwich-sign; I’ll pass on the latest video game or cell phone… that I really don’t need.”
The Goth movement too, although condemning the consumer society, still does not reject it. Goth followers prefer to take refuge in a world that is romantic, theatric, imaginary, and morbid. This provides an illusion of mastering their consumer choices. Others are then said to be “tamed”, simply responsive to the many offers to consume; and will continue this all of their lives.
During this personality forming period, the adolescent is caught by the advertising machinery, with its enormous power of seduction and selling of illusions. Indeed, what could be more immaterial, evanescent than a brand, or style of dress; could be more inauthentic and ephemeral than a “show-biz star”, crafted by the media in their monopoly. Entering at ever earlier ages into the consumer society, the adolescent becomes a docile adult. This adult is ready to succumb to the sirens of the media, to get out their credit card and satisfy, with child-like caprice, the carefully offered desires of the consumer society. They will, most likely, never understand the conditions of influence they are living in.
« Adolescence et société de consommation », by Pierre Tourev.
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Translation by Edward Eggleston.
The original license: Licence Creative Commons, BY NC SA. « Le contenu de La Toupie est mis à disposition selon les termes de la licence Creative Commons Attribution – Pas d’Utilisation Commerciale – Partage dans les Mêmes Conditions 4.0 International. Fondé sur le contenu du site http://www.toupie.org. » (http://www.toupie.org/Divers/Licence.htm)
And in closing, two questions:
For public schools and the libraries that support them: what are the real goals for American youth – independent, critical thinkers, able to evaluate the media and marketing that saturates their environment? Or just pliant consumers, left without educational help in these critical years, thus unlikely to develop a clear understanding of these areas and their purposes?
