ANTI CONSUMERISM in the Past 50 Years of Cinema
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While the idea of consumerism and subliminal marketing has been around for a very long time, the American society of the past 50 years has undergone a major transition from a culture of necessity to one of commodification. Anti-Consumerist movies make a stand against a lifetime of constant, unthinking consumption, through different genres: drama, horror, musical, action and satire. The expansion of mass production in the twentieth century had led to the commodification of culture, with the rise of culture industries. Consumption served the interests of manufacturers seeking greater profits, and citizens became the passive victims of advertisers. Processes of standardization, they argued, were accompanied by the development of a materialistic culture, in which commodities came to lack authenticity and, instead, merely met ‘false’ needs. These needs were generated by marketing and advertising strategies and, it is argued, increased the capacity for ideological control or domination.
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