The Consumption of Fast Foods - Essay Example

The contemporary world has seen the emergence of a new consumption behavior where the major aspects include upscaling of lifestyle norms, competition for acquiring goods, and disconnect between the consumer desires and incomes. The modern model of consumption can be referred to as consumer culture where income and wealth determine what people eat. This is because of “an up-scaling of lifestyle norms, the pervasiveness of conspicuous, status goods and of competition for acquiring them; and the growing disconnect between consumer desires and incomes” (Schor 412).

The major reason behind the fast-food problem in the U.S is a social comparison or competitive consumption. This implies that individuals strain to consume according to the norms of a specific social group with which they identify. In particular, the lifestyles adopted by the rich and the upper-middle-class individuals have become a prominent point of reference all through the income distribution. From an economic perspective, American neighborhoods are homogenous groupings as opposed to the past when individuals used to compare themselves with other individuals of similar income. Such practices reduced the gap between aspirations and means. The opposite of this is usually known as the upscale emulation, which is prevalent in modern American society.

The problems resulting from such lifestyles are magnified further for the low-income households because their income sources are becoming inadequate and erratic. This is because of employment instability and limitations on welfare payments. Research suggests that this can be resolved through psychological independence. However, this might not be the solution since individuals changed due to structural changes that include a decline in social connection, the growing impact of social media, and the intensification of inequality. Therefore, the solution lies both on practical and psychological dimensions. This implies that a collective response is necessary where the consumer culture issue should be addressed. This is because “our notions of what is adequate, necessary, or luxurious are shaped by the larger social context” (Schor 414).

Television advertisements are also to blame since they show the lifestyles of rich individuals affecting the viewers’ perception of what is worth acquiring. Inequality trends have also resulted in conspicuous luxury consumption in the contemporary American environment. Research has indicated that most people desire to attain the highest levels of the income distribution while fewer are ready to embrace the comfortable lifestyle. Since most people cannot afford upper-middle-class lifestyles, the resulting development is an increase in the aspirational gap.

“With desires persistently outrunning incomes, many consumers find themselves frustrated” (Schor 413). This is because the income required to fulfill one’s desires has increased significantly in the modern world leading to an escalation of desire and needs in addition to a substantial reduction in the level of savings. The idea behind consumerism has caused other negative effects to American society including an increase in bankruptcy rates, interest and penalty increase in addition to jeopardizing the overall American life. This is because of the threatening pressure to keep up with the lifestyle. Such a pressuring life requires both adults in the family to be actively involved in the labor market so that they can sustain their expensive lifestyles. These lifestyles demand costly commodities and services that include dry cleaning and take-out food.
Conclusion

American society has changed its mode of eating in the contemporary world, which has resulted in many health problems. While society has shifted from consuming healthy diets towards unhealthy fast foods, the reasons behind this behavior are diverse. While the media could be blamed for misleading society, the American lifestyle has also played a crucial part. Read More