feminismiminnin nin and the material

Writing this stuff can be tough. Knocking it together it in three days, ridiculous.

Its a little doomsday... enjoy.

Consumerism is completely ubiquitous from which there is no escape. A cycle where the more we continue consume the more it becomes an increasingly integral part of our lives, ultimately defining our reality. It is here that it has become a problem, where we are faced with an impending catastrophe as the worlds insatiable hunger is met with another reality, global warming, loss of biodiversity and ultimately civilisation collapse. There are many reasons that could be identified for continual expedential increase in consumption, but no more so than that of the new globalised paradigm of super materialism. The end product of 'Man' and his eternal drive for success, but also his adorning female, who's attainment he strived so vigorously for. It is she that in the last half century through new found independence has been elevated to not just an equal partner as man, but an increased influence in the idea of material fulfilment within society as a whole.


Feminist theory takes on many forms and has been a fiercely debated platform for discussion from both sides of the political fence since its inception, but essentially it is the increased participation of women and how she has become a determined more equal entity within what has been traditionally a patriarchal dominated society. There have been many waves of feminism. The first dating back to industrialisation where workers sought to increase wage levels and rights of factory workers which culminated in the right to vote. The contemporary notion has its origins post WW2, where the powers that were looked to relieve a broken economy and the new threat of feverishly advancing state regimentation called Communism with a new consumer based society. Where even Clergy men were called to participate in calling on the masses to 'buy buy buy' in order to strengthen the economic model in the national interest. The result was an economic boom. Some theorists argue feminism was used as a way to promote the mobilization of more consumers, however it can be just as equally seen to be a naturally occurring component of newly created free market.


Equal opportunity within the workforce combined with the advent of new post war technologies create allowed for a devaluing in the role of womens work at home, and increased the need for greater interaction within society at large. Leaving the kitchen I en mass, women were infused into the patriarchal production machine presented before them, seeking success that had been previously only on offer to their opposite sex. Where once their consumer behaviour was tied to the salary of men, either father or husband, now it was of their own volition. These new surpluses were in addition to the existing family income, which they many women already presided over. Industry quickly jumped, creating many products based around the needs for the modern women. Preying on the insecure needs of women by defining new pathways for self-actualisation through material possession, the mass market, advertisers, marketeers and the like, with men still firmly at the helm, constructed some essential ideals of femininity. Simply, women compensated for years of political and economic oppression through the only socially acceptable form of self actualisation being promoted; material consumption.


Women might not have achieved the vast politcal power that feminism was aiming for, but certainly have achieved more spending power. The average women consumes twice as much as they did 50 years ago. If ownership is a sign of dependence, feminism will not discount that women have reached a relative equality. In fact, women have gone further beyond equal participation but a principle driver of the consumer world. Their primal instincts of gatherer are better served by the system than that of the hunter. Historically more vunerable, materialism acts to self medicate emotional and self esteem issues. Though acknowledge must be paid to system established where self concern is desirable. Where the 7billion dollars spent on beauty products in the UK last year is seen as something to be bettered the next. Snowballing from the individual freedoms of women replacing oppression into selfishness replacing altruism. More desire, more needs to be met, more me.


Men here do not escape blame for after all the free market system was of their creation. They are intrinsically linked to this process. While maintaining the existing dominant ethos of hunter supplier, they have had to evolve to aspire to the new demands of the feminine influenced consumer world. Actively participating in the new belief system just as the hegemonic discourse prescribes masculinity to be. In this sense traditional male constructs are being challenged by the need to feminise through materialism though probably still of perceived manly items. Young men could be considered equal gatherers to their cohorts of 50years ago – they like to shop and they equally appreciate material possession. Perhaps helped by the correlation between feminism and the advent of plastics since Post World war two which has caused humans excessive exposure to estrogen, lower sperm counts and the feminization of men. WTF.


Men and women have come to share the same tribal psychology that surrounds consumerism; we seek to emulate those above us on the social hierarchy, not just through fashion but food, fitness, sport and most importantly lifestyle. It is the adornment of everything that denotes success and dejection of people who do not aspire to take part. We are defined by what we possess. Even those on the cusp, and choose to reject the system, such as artists, take subversive roles.#


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