Consumerism in Society
There is a myth: “The more we have, the happier we become.” This myth is suitable with the state
of consumerism. People believe that the more things they have, they would be happier but in fact it
is not. Our happiness now is determined by other people unhappiness and so our need is. We want
something because we saw it somewhere and someone own it. The desire of owning makes us
addicted to have almost all the things we saw. Moreover, the desire becomes greater if the things we
want is being consume by most of the people. Due to a tremendous consumption, it makes the
things become as if it is our primary needs. For example is mobile phone. Back to the time when
technology had not been as high as today, mobile phone was something that is common. The price
was expensive at that time but as the technology was being developed, mobile phone became mass-
produced. Since that time, almost all the people own it. It becomes ubiquitous and now becomes our
needs. We can not live without it.
We consume not only because of the desire but also the seducer of experience as well as our own
monster, which is our fear. Today, by consuming we show our identity. It is a visual sign that
determines which society are you from. The sign could be seen from the things we bought and
consumed. The most noticeable evident is brand. For example, Louis Vuitton. We acknowledge that
it is an expensive brand whereby not all the people are able to afford it. By using the product of that
brand, one tells the society where one belongs to indirectly. The monster creates a fear of other
people judgments. Consumerism becomes sustainable by having this kind of mindset.
The society in this situation creates a way of life where consuming is addictive so that people want
to keep buying more and more. We know that consumerism needs to be control. Nevertheless,
majority or the society choose to continue the way of life they live in.
Singapore is one of attractive destination for travelers. Hence, they promote themselves through
Singapore Tourism Board that has a big impact on tourism. They promote the entertainments and
luxury shopping centers. In this condition, media is the powerful medium to send the message to all
the people in the world. Hence, inside this entertaining city, consumerism could be seen easily in
public. Walking in the city area like Orchard, names of the brands are located all over the place. By
taking a glimpse, consumer society could be satisfied in this area. Well-known brands are able to be
found easily. This is not only applied to goods such as bags and clothes but also restaurants. Popular
and expensive restaurant will show their identity and pride.
Consumerism in Singapore has been developed and designed by the government either consciously
or unconsciously, a very popular way of life. Life for Singaporeans is not complete without
shopping. This state was declared by the Prime Minister, Goh Chok Tong in National Day Rally
Speech (Straits Times, 18 August 2996). Shopping is their happiness and needs. This could be seen
by many new shopping centre which was built in the last few year. Therefore, the plan of building
another commercial buildings are still going on. The government wants either their citizen or the
visitor to spend their money in this country. The government directly dictates the citizen since they
are young to consume so that consumerism assemble unconsciously. Other than Singapore Tourism
Board, they seduce consumer through media like magazine. Magazine is not only a seducer but also
a reflection of the lifestyle they live on. The latest information about fashion or dining place could
get just by flipping a bundle of paper.
Do you have a desire to go to a certain place to eat? Is it only to consume the food or to consume
the experience? Definitely, human wants to try something new. Human is a creature with high
curiosity. In this situation, where do we get the information that caused us to have an intention to try
something? We live in the hi-technology era whereby people around the world are connected
eventhough they are not in the same place. They are able to communicate and exchange information
to the other. Internet is a big innovation, which was invented in our world. The consumer could get
the information easily by this invention. Other than that, they could get the information from the
magazine. In Singapore, there are a several magazine that will help you to tell what is the latest
information of dining for example is Wine and Dine. The magazine is about stack information about
well-known food and beverage. It could seduce the consumer easily through the explanation and the
pictures they show. It is one of the way how does consumerism reach consumer society.
Business travelers, according to Singapore Tourism Board Data Statistics, have a demand as a target
market in Singapore. The number of business travelers is keep going up even though there is a
recession happens in the world. They, obviously, has an adequate income more than just to survive.
For businessmen, business partner are an important aspect in the business life. The way they
associate is not only in a formal way but also in an informal way like having fun.
The current trend, in the last few years, bars and restaurants are increasingly spread. The demand of
this aspect is growing due to the interest of consumer. Bar and restaurant offer alcoholic beverage
that is popular in the society. Alcoholic beverage has a side effect of addiction. It reduces the
function of brain and makes the feeling of good. Due to dysfunctional of brain, people will keep
consuming, as they wanted the feeling to be there. This situation causes an addiction. Hence,
addiction will end up by consumerism, subconsciously consume.