Sell! Sell! Sell!

A few week's back, my Media Theory class talked about Juliet Schor’s Overspent American. (She also made a video, which I shared, above....fancy!)

What I found particularly interesting about Schor’s book was the concept of “downshifting.” Schor discusses how we as Americans have become caught up in a spending war always searching for bigger, better and more expensive. As she points out, some are rejecting the “traditional” concept of more-is-more in favor of “downshifting” or what Schor describes as living on less, hand making more items and, perhaps, even taking a job that makes them feel more fulfilled and is one that they actually enjoy rather than whatever career makes them the most money. 

I agree with Schor’s that downshifting is happening. I’ve witnessed the turning back towards a “simpler” way of life across the Internet. Downshifting has moved from a conscious counterculture paradigm shift to another one of Hebdige’s commodified counterculture of conforming non-conformists. This trend has become even more pervasive as the downshifting is shared across social media, blogs, Instagram especially as these mediums allow for the connection to other people with similar ideas whether or not they are in the individuals specific locality. The mothers and wives I read about very well could want to lessen their footprint, make homemade jam or eat all organic, free range brown eggs from happy chickens, but, overall, these choices have all become just another marker of downshifting. A way of keeping up with the “crunchy” Bobo Joneses. (And I write this with the full disclosure that I would love to do all those things...) 

What’s more, these supposed ways of downshifting can require their own set and checklist of “essential” items for a happy life. Where the traditional consumer seeks after the latest computer, biggest TV, bigger house or what have you, these consumers seek after that must-have Vitamix, the amazing sewing machine or other gadgets they “need.” How else can they perform downshifting activities such as making themselves a healthy dose of green juice (they care about their bodies and health!), hand make their child’s dragon costume (boycott the Big Box stores!) or feed their baby handmade all-organic baby food (do you know what’s in that store bought Gerber jar?!)? It is interesting to note that this lifestyle trend extends all the way to the food purchased. (The Bobos in Paradise description is apt.) It’s no longer appropriate to shop at the likes of Stop and Shop. Grocery stores contain “levels” much like the levels of traditional retail stores Schor mentioned. Can’t get on the list for your cities co-op like the hippest and crunchiest of your favorite bloggers? Live in an area devoid of farmer’s markets? Whole foods will do in a pinch. Can’t afford Whole Foods? A downshifter can shop at Trader Joe's. Still too much? There’s an Aldi for those who can only look into the window of Whole Foods and dream of local ostrich eggs, Bob’s Red Mill oat flour and growlers filled with locally brewed kombucha. 

From keeping up to keeping down, rest assured that someone will find a way to commodify it, package it up and sell it to you.