The Poverty of Morality

This article contends that the study of consumption is often subsumed within an ideological concern to castigate society for its materialism at the expense of an alternative morality that emerges from an empathetic concern with poverty and the desire for greater access to material resources. Examples are given of the benefits that accrue to populations from an increased quantity of goods in certain circumstances. An anti-materialist ideology is favoured by associating consumption with production rather than studying consumers themselves and their struggles to discriminate between the positive and negative consequences of commodities. The form of morality attacked here is also associated with a generalized critique of Americanization that tends to appropriate on behalf of the United States all blame and thereby agency for regressive global and local developments. The Americanization thesis also tends to ignore the contribution of much of the rest of the world to the production of consumer culture and contemporary capitalism, and to deny the authenticity of regional consumer culture. Parallels are drawn with E.P. Thompson's essay The Poverty of Theory and its critique of similarly disengaged ideological critiques that led academics away from the study of experience.