Peter N. Stearns flips the script on consumerism in his book,Consumerism in World History: The Global Transformation of Desire. He argues it's not just a modern quirk,but something ancient . Despite protests like those in the 1960s and Iranian Revolution of 1979,consumerism has bulldozed its way to dominance, often eclipsing other ideologies.
Stearns digs into history to show that our yen for stuff isn't new. He points to lapis lazuli from Afghanistan traded as far back as 7000 BCE and Greek pottery exports between 800-300 BCE. These examples show that consumption's been a human trait forever,not just capitalism's baby.
Book takes aim at idea that China's 1949 revolution killed capitalism. Instead,Stearns suggests Communist policies ironically nurtured a kind of capitalism that ballooned consumerism, a twist on original revolutionary goals. Shows complexity of how consumer culture evolves,even under anti-capitalist regimes.
Stearns gives rundown on historical consumption,like the Silk Roads linking Western China to the Med. By 1st century BCE,silk was hot luxury item spanning continents. Demand for spices from South/Southeast Asia matched precious metals,with Egypt chasing spices from today's Somalia by 2500 BCE .
Another curious bit: evolution of everyday items like chairs,once for royalty only. By 12th century,wealthy folks had them too,marking a change in buying habits. Western-style dress in colonial India during 1920s shows consumerism crossing cultures, with Indians mixing Western fashion with traditional garb for special events.
Stearns also notes globalization of brands like McDonald's, which tailors its food to local tastes. This adaptation shows how global consumerism blends with local cultures. But book misses out on post-modern consumerism and rise of synthetic materials transforming life since 19th century.
While Stearns underscores consumerism's historical clout,he skips discussing oil's role in shaping modern economies and conflicts. He sees consumerism as big driver in 20th-century history but doesn’t tie it to fossil fuels,which have sparked wars and political upheavals. Leaves a gap on consumer culture's real cost.
Stearns wraps up with consumerism outpacing political ideologies, even during Cold War. Yet, he sounds a warning,echoing Nicholas von Hoffman who cautioned against self-absorbed, antisocial consumer society. As consumerism grows, what will it mean for global resources and societal values…?
