Posts Tagged ‘Affluenza’

The Selfish Capitalist – Oliver James

This book provides more detailed substantiation for the claims made in his previous book Affluenza. It looks deeper into the origins of the virus and outlines the political, economic and social climate in which it has grown.
Selfish capitalism started as Thatcherism and Reaganomics and eventually prevailed in most other English-speaking nations too. Interestingly, most mainland Western European nations remain unaffected.
We have become more miserable and distressed since the seventies, thanks to successive governments pushing the cause of personal capitalism.
Whilst there has been a massive increase in the wealth of the wealthy, there has been no rise in average wages.
We need to recapture a sense of self-worth and personal wellbeing if we are to overcome it.
Erich Fromm's theory of American consumerism, said the choice in the 50s was 'to have or to be', and that we have become Marketing Characters 'based on experiencing oneself as a commodity' – nothing much has changed.
In 1993 Kasser & Ryan published 'A dark side of the American dream', which showed that those who put financial success ahead of emotional development and making the world a better place suffered more depression and anxiety.

Humans have four basic needs:
- To feel safe and secure
- To feel competent
- To feel connected to others
- To feel autonomously and authentically engaged in work and play
Self-doubt correlates with materialism, so selfish capitalism undermines these needs
Everyone feels that 'enough' income is 10% more than they have, although the elite are 130 times richer than the poorest – the greatest gap ever.
The range of goods regarded as 'essential' in a household has increased dramatically. Even when prices drop, 'better' models become imperative.
Cognitive Behavioural Therapy assumes that unpleasant emotions (stress) result from inaccurate thinking, and is now offered as a quick fix on the NHS.
Terror Management Theory suggests that politicians can get elected by manipulating collective fear of attack, based on our innate need for security.

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WHAT THE BOOK SAYS

This is not a book about communications but it provides deep insights into the psychology of humans and as such is important for consumer understanding.
Affluenza is defined as a contagious middle class virus causing depression, addiction and ennui. This is an epidemic sweeping the world.
In order to counteract it and ensure our mental health, we should pursue our needs rather than our wants – the majority of which are unsustainable.
There is a questionnaire at the front to establish whether you have the virus, and a manifesto at the end suggesting how it can be stopped.

WHAT'S GOOD ABOUT IT

There are hundreds of examples from all over the world and sources from academic studies to demonstrate that this is not simply a biased rant.
He outlines many possible vaccines to the virus, which include:
Have positive volition (not Think Positive) – make choices
Replace virus motives (with intrinsic ones) – for the right reasons
Be beautiful (not attractive) – don't conform to a marketing ideal
Consume what you need (not what advertisers want you to want)
Meet your children's needs (not those of little adults)
Educate your children (don't brainwash them)
Enjoy motherhood (not desperate housewifery/househusbandry)
Be authentic (not sincere), vivacious (not hyperactive) and playful (not game-playing)
In addition you need to sort out your childhood and reject much of the status quo in order to be a satisfied, unstressed individual.

WHAT YOU HAVE TO WATCH

It contains a pretty blistering condemnation of the advertising industry and goes so far as to recommend a total ban on exceptionally attractive models.
Because the author is a psychologist, he is prone to recommending therapy, which may not suit everybody. Willpower could be just as effective.