dehumanize

A predominant message of this holiday season seems to be both loud and clear: Our value as human beings is often dictated by our capacity to consume.

While the average North American consumes approximately twice as much as 50 years ago, we are significantly less satisfied with the quality of our lives, which is — of course — contrary to the mass “this stuff will make you happy” messages we receive on countless occasions each day. Nevertheless, we continue to embrace a culture of consumerism, for we consume at staggering rates, not only in an attempt to make right our perceived wrongs, but also because we are led to believe that such devotion contributes to the wellbeing of society. As Victor Lebow states, “Our enormously productive economy ... demands that we make consumption our way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfaction, our ego satisfaction, in consumption ...  we need things consumed, burned up, replaced and discarded at an ever-accelerating rate.” According to the most vocalized narratives that affect contemporary life, to be a human of significant value in North America — especially during the month of December — is to be a committed and consistent consumer, even if it leads to our personal and public self-destruction.