According to Zygmunt Bauman, in the producer society, the members are considered to be involved in the production whereas, in the consumer society, they are involved in the consumption of goods and services. Bauman describes the nature of the consumer society in three stages;…
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Bauman addresses the issue of consumer and producer society in accordance to Weber’s concept of the ‘ideal type’ since he does not refer to any society as the best. The development of the old producer society to the modern consumer society has various implications to people’s levels of satisfaction and happiness. For example, the individualism in the modern consumer society seems to satisfy people more than the work-based producer society. In Europe, today, most people are focusing their spending on luxury goods to satisfy themselves, and this is different in the past, where goods are bought for a particular purpose (Bauman 2010, p. 113).
The first difference between the two societies is that, in the producer society, members participate in work for the growth of the entire society, whereas, in the consumer society, consumption is a key role played by people in the society. According to Bauman, the producer society shapes its members to play certain roles such as farming and provision of security that ensures societal growth. The members were dictated to perform tasks so as to satisfy the communities’ needs. In the old capitalist society, in a marriage, men ought to provide for their families and the women were to maintain the family wealth, as well as, remaining submissive to their husbands for life. The consumer society has changed some norms in the old producer society, through allowing the members to do, as they please. Today, the consumer society is not much concerned about what a person is doing, and people have been observed to focus much on consumption than production. In the modern consumer society, no one is dictated to perform certain tasks and the members work hard for their betterment in life. The society will never judge those who decide not to work. The consumer society has improved the happiness to its members such that one can acquire as much wealth as he/she can and consume as he/she ...
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