Consumerist Values in the Age of Global Media

Sightseer in a Global Village

Yes, our media is making us both narrow consumers of products and information, as well as a global community that connects everyone from every corner of the globe. On the one hand, we are becoming increasingly focused on sightseeing or “siteseeing,” as well as satisfying our seemingly endless desires for entertainment and consumer goods. However, at the same time, modern media has enabled us to connect with people from all over the world, increasing our potential for understanding different cultures and beliefs and finding new meaning in life. In this way, it could be argued that media is helping to create a more informed, connected, and global community.

At the same time, media can also be used to promote narrow perspectives and ideologies, leading to an “echo chamber” effect in which individuals become increasingly isolated from other points of view (Cinelli et al., 2021). This can lead to a lack of critical thinking and an acceptance of stereotypes and generalizations about different cultures and societies. Ultimately, while our media can be used to foster both a global community and a narrow consumer culture, it is important that we remain mindful of the potential pitfalls associated with the media and strive to promote a more open and diverse dialogue.

However, the reality is that media did not make us narrow consumers--our consumerist, materialistic worldview/culture led us down that path (Long, 2019). Our consumerist, materialistic worldview and culture predated the advent of modern media. Still, media has been instrumental in amplifying this attitude and making it more pervasive. Media has allowed us to access an unprecedented amount of information, products, and entertainment, which can lead to a "rat race" mentality in which individuals become increasingly focused on consumption and acquisition. Moreover, media has also enabled companies to engage in more effective marketing techniques, which can further reinforce these consumerist values. Therefore, while our consumerist, materialistic worldview and culture did exist prior to modern media, it has been amplified and perpetuated by the proliferation of media.

Why has media done this? Media has been instrumental in amplifying consumerist values because it has enabled companies to engage in more effective marketing techniques (Kline, 1995). Through targeted advertising, companies are able to reach a larger and more specific audience, which can lead to an increased demand for their products. Furthermore, media has also allowed for the proliferation of information about products, allowing individuals to make more informed decisions about what they buy and consume. Additionally, media has enabled companies to create a sense of urgency around certain products and services, further reinforcing the idea that individuals should always be looking for the next best thing.

Ultimately, from this, one could be tempted to conclude that the world is a business. But really, at the end of the day, it is important to recognize that the world is not a business. Businesses are an important part of our economy, but they are not the only factor in determining the state of the world. There are many other social, political, and economic forces at play that shape the world we live in. People should not permit themselves to be so manipulated by media (i.e., programming, commercials, advertising, social media influencers, and so on) so as to become siteseers without regard for any higher meaning or transcendental value.

At the same time, one should not condemn media across the board. While media can be used to promote consumerist values, it can also be used to spread awareness and educate people about a variety of issues, which can lead to positive changes in society. Thus, although businesses do play an important role in our world and may at times seem to be the only point of life, it is important to recognize that there are many other components that contribute to our global society and to meaning in our lives. We are not just tourists on the planet, but sojourners—and we have to figure out where our ultimate endpoint truly is. Connection is meaningful if it is connecting us for a purpose related to our collective cosmic journey. If our connection, on the other hand, is only to benefit the businesses that have convinced us to become global siteseers, then one could argue that we are being manipulated.

Entertainment should not be frivolous but should be tied to meaning and something higher. By connecting entertainment to meaningful values, we can use it to create a more positive and meaningful impact on society. For example, stories can be used to promote empathy and understanding of different cultures and beliefs. Art and music can be used to inspire and bring joy to people. And games can be used to foster collaboration and problem-solving skills. By connecting entertainment to meaningful values, we can ensure that it is not just a means of escape and distraction, but also a tool for creating a better, more connected world.