Zygmunt Bauman

Social scientist Zygmunt Bauman composed a theory identifying the divides within a consumer society using two named categories; ‘the ‘seduced’, who were described as those people able to fully participate within consumer society and included people who have a positive identity seen to be valued members of society and the remaining people were in the ‘repressed’ category, those that have become excluded from a consumer society, such as the unemployed, or those on low wages and unable to participate fully in a consumer society (Bauman, cited in Hetherington, 2009 p. 27). According to Bauman people are divided more so on their consumption habits rather than their social class and this would result in some people falling into the ‘repressed’ category
simply due to their inability to consume effectively. A study carried out by Peter Jackson, exploring why retail parks are becoming more popular, shows that consuming is turning into a defining feature for many communities, and retail park popularity is largely due to the view people have on those areas compared to the standard high street shops.
The views of retail parks included, ‘safe, convenient and modern places for families to shop’ (Jackson, 2009, p. 45) and with many retail parks becoming available, the divide becomes apparent when peoples access, or lack of access as the case may be is shown. Lack of mobility and transport is cause for some of the divide in consumer society when people are unable to reach retail parks therefore these in Bauman’s terms would be the ‘repressed’. This would take assumption that those in the seduced category are ones with the above views regarding retail parks and those with money to spend and transport to travel there. This type of exclusion in society is therefore unequal, and the seduced could be seen to have an exclusive membership to a consuming society simply because the repressed are unable to participate. This exclusivity however isn’t one that cannot be changed or altered, due to people’s circumstances changing. Such as a ‘seduced’ person losing their job, would result in them being unable to continue consuming fully changing their status and changing them into the ‘repressed’ group, similarly a ‘repressed’ individual who learns to drive and could then move into a position to
contribute to consumer societies better.
The idea that some people are excluded from society by what they decide and are able to consume is part of the theory by Thorstein Veblen, in which he used the term ‘conspicuous consumption’ to explain how many people choose to display their choices of consumption in order to be accepted into social networks, or to simply show their identities (Veblen, cited in Hetherington, 2009, p 32).
This theory by Veblen can show the divide in consumer society because some people are able to buy items considered as ‘luxury’ items such as cars, homes, and clothes and would therefore be the people considered to be main contributors in consumer society. In Veblen’s theory it would mean some people become excluded due to their failure to consume items thought of as a sign of wealth. This results in people not looking as if they are a valued member of society and can be seen as being worthless in society. Veblen’s book The Theory of the Leisure Class, was published about how people such as the newly rich, successful industrialists and their families often would purchase items for the main reason of making a positive impression to others rather than a specific purpose, (Making Social Lives, p, 31).. In contrast in the area of Linwood, many see a new development as a ‘positive-sum game, where due to ‘mutual exploitation’ everyone involved benefits and all are winners’ (learning companion, 2009, p19). The two views are very different with peoples preference on a where to consume creating
divides in opinion. Many oppose the building of more large supermarkets, especially Partick believing it will take over the local area and restrict peoples consuming choices especially as Tesco already operates over 3700 stores in 13 countries, just over 2000 of these are in the UK (Competition Commission, 2008); whereas Linwood is pro supermarket as residents want the area to be regenerated.
The idea that consuming society is a divided society can be seen in many places and by individual people. Many social scientists, such as Bauman, Veblen and Wrong have come up with theories, all of which have shown consuming society as having divides and not being completely equal. Bauman displayed ideas that members of society are categorised into the ‘seduced’ and ‘repressed’ depending on how they consume. Veblen and his theory show consuming paying a large part in people’s lives and the way they interact with what they consume builds their identity and their place within a growing consuming society. Many people end up becoming unable to consume which excludes them, as well as this, new consuming proposals, such as the developments in Partick and Linwood end up dividing people’s opinions on consuming due to the way they feel about their current communities which is shown in the zero-sum and positive-sum theory of Wrong. This issue of a divided consuming society is one that is likely to remain as new developments are produced which continues to split people’s opinions, exclude people and structure the way we view our consuming society.