Heathers and a Philosophy of Conspicuous Consumption

Heathers and a philosophy of conspicuous consumption 'I am what I buy.' This notion is at the heart of what Theodore Veblen called 'conspicuous consumption.' In a modern, capitalistic society people define themselves by what they buy and their possessions. Particularly in America, where social hierarchies are seen as fluid, one's ability to earn money is seen as a marker of moral worth and success. The ability to be part of the leisure class and to emphasize social distinctions on a hierarchy through obvious displays of wealth is an important part of American culture, although we supposedly live in a democracy and a meritocracy.

However, the false nature of this notion is evident when looking at the movie Heathers, which dramatizes how a high level of income, even amongst persons who have not earned their wealth, still results in high social status. In the film, three beautiful girls, all named Heather, dominate the social echelons of their high school because of their gym-toned bodies, perfect clothes, and flawless appearance. They are not particularly nice or intellectually brilliant, but that does not matter. They can be as mean or as cruel as they desire, because they can conspicuously consume clothing and other trappings of status in high school.

"Conspicuous consumption of valuable goods is a means of reputability to a gentleman of leisure" (Veblen 191). The same could also be said of the teenage girls of Heathers. Their ability to wear the latest outfits and to seduce older boys marks their high place in the social hierarchy, versus students who cannot. Veblen also identified the ability to throw fantastic parties and engage in acts of conspicuous displays of consumerism and wealth as a kind of social control: the Heathers' sponsorship of a poorer and less socially adept non-Heather named Veronica merely affirms their social status, as does their willingness to invite her to go with them to a coveted college frat party.

The Heathers do nothing useful, other than look beautiful, but according to the logic of conspicuous consumption, that is part of their appeal. To take a macro view of the movie from a capitalist perspective, only parents with great wealth could afford to have girls who devote so much time and energy into looking beautiful and focusing on their social life. Being a Heather is the ultimate sign of status in high school, and having a Heather as a child is a mark of social distinction for an adult, no matter how poorly-behaved the girl might be to others. A true Heather does not need to be nice.

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