THE MATERIAL/ECONOMIC SELF

Overview

This lesson gives you a perception of how the things that we own shape our material self.

Learning Objectives

At the end of the lesson, I am able to:

1. develop mindfulness regarding the material self;
2. describe the interrelationship between consumer culture and the material self;
3. discuss issues with consumerism; and
4. equip me to be a responsible consumer.

Lesson Proper

I SHOP THEREFORE I AM: I HAVE THEREFORE I AM?

That famous statement is part of an artwork created by Barbara Kruger. It describes the
material consumption in the year 1987. It was from Rene Descartes’ philosophy of "I think
therefore I am" and she gave it a twist that fits the idea of material consumption. The idea is
that it is not what we think but what we own that identifies who we are. We became a society
that focuses on “what they have rather than who they are.” The society gives off a vibe that
material possessions, as well as social image, define who we are. The more in-depth personal
attributes like accomplishments and ideas were pushed aside. She exposes society as a
modern consumer-driven society (publicdelivery.com, 2011; Hai, 2018).

William James (1980) suggested that the self is everything that is considered by the
individual as his or hers. It includes his/her body and his/her material possessions and
reputation and beliefs. In conclusion, the self is comprised of the material self, manifested by
his/her material possessions (GoMonilla & Ramirez, 2018, p. 134). As what William James
stressed that the total of man is not only his body and his psychic powers but also his material
possessions (Leary, 1990).

The Basic Components of the Material Self, according to William James (1980):

1. Body - The innermost part of the material self. Taking good care of it will help you
experience life to the fullest.

2. Clothes- Considered important to people alongside the soul and the body. The styles
and brands of clothes become symbols that are the representation of the self.

3. Material Component
3a. Family and friends - These are people whom you are psychologically connected. They
helped shape and influence yourself and your identity.
3b. House- A place where many aspects of your life developed. It also gives you comfort and
security.
Accumulation of a house reflects the wealth and hard labor.
3c. Cars-Also considered as a material possession as it also reflects the wealth and hard labor.
3d. Pets- It could be an expression of one’s social status, pride, prestige since owning a dog or
a cat with breeds is very expensive.

SHAPING THE WAY WE SEE OURSELVES

The Role of Consumer Culture on our Sense of Self and Identity
Oxford bibliographies (2017) describe the consumer culture as a form of material culture
facilitated by the market. It represents a relationship between the consumer and the goods or
services he or she uses or consumes. Through Consumer culture, you are allowed to express
who you are by reinforcing an economic system of freewill or constrained. There is the
freedom to choose and be constrained with options offered commercially.

Consumer culture is also a system of consumption of commercial products. Consumer

culture represents a social arrangement wherein lived culture, social resources, ways of life,
and material resources depend on the markets. The consumer culture focuses on the
consumption of market-made commodities (Arnould & Craig, 2005).

Merriam dictionary (2020) defined identity as the distinguishing character or personality

of an individual. It is who you are, how you perceive yourself, how others see you, and the
characteristics that describe you (yourdictionary.com, 2020). Material possessions are
considered an extension of your identity. Belk (1988) suggested that possessions contribute
to the reflection of identity. It is a fact that that we learn, define, and remind ourselves of who
we are by our possessions. This identification started early in life as an infant learning to
differentiate oneself from the environment and then from others who may envy possessions.
In general, as you age, the importance of material possessions decreases but remains high
throughout life. It is a form of self-expression, happiness, and a reminder of experiences and
accomplishments. It also accumulates your story, who you are, where you come from, and
perhaps where you are going.

Despite being the extension of your identity, the desire for it has a negative effect on one’s
sense of self and identity. Materialism refers to giving to much importance to material
possessions and excessively being concern with its acquisition. As mentioned above, the
association of identity to material possession started at the early age of life; the etiology of
materialism arises from society and culture (Belk, 1988).

Social media play a massive part in the consumption of commercial products. Through
the internet, television, and magazines, endless options of advertised products are available
(Go-Monilla & Ramirez, 2018, pp. 136-137). Consumerism is the human desire to acquire
products and goods in excess of one's basic needs. Basic needs refer to sufficient food,
clothing, and shelter. The consumerist culture involves people who spend more on cars,
gadgets, and clothes to keep up with trends and upgrades instead of savings or investments
(Baker, 2016).

Additional instructional materials:

Movie entitled: Confessions of a Shopaholic (2009)
Learning from consumer culture by Tori Flower
TED Talks https://www.youtube.com/watch?
v=XS1sKdOTg6Y History of ideas – consumerism by
The School of life
https://www.youtube.com/watch?v=Y-Unq3R--M0
Conscious Consumption

Options are endless when shopping. Marketing strategies have been evolving to cater to
the needs and want of consumers. Being in a consumer culture, shopping is part of your life.
As a consumer, you have the power to control your expenditures as you have your free will to
choose. The struggle of conscious consumption usually starts when the discipline of shopping
ends. Conscious consumption is practicing being a responsible buyer (Gallinero, et al., 2018).
Being a responsible buyer means you should know how to separate your wants from your
needs. Below are tips that you can use when shopping:

Tips to get most of your money Adapted from the Federal Trade Commission (2009)
Try to shop around before purchasing. We must remember that the “sale” price isn’t
always the “best” price. Search for information
can help you get the best price for the item you
want.

Take time to read sale ads.
Do not forget to consider the time and
travel costs.
Check for price-matching policies.
Use the internet for price references.
Bargain offers that are based on
purchases of additional merchandise
should be computed.
Some shops have sale adjustments.
Ask first the refund and return policies for
sale items.
Some items are limited only to specific quantities
or available to selected stores. Make some call
ahead to ensure that the store has the item in
stock and if they ‘be willing to hold the item for
you.
Take into consideration the time, and travel cost
before shopping. What if the item is across town,
and you need to travel just to acquire it? Are you
saving or not?
Fish out for competitors’ prices and compare. You
might find a good deal by comparing and
contrasting.
Surf the net to compare and contrast prices. You
can also shop online but consider the shipping
costs and delivery time.
Offers like “buy one, get one free,” “free gift with
purchase,” or “free shipping with minimum
purchase” seems tempting. It is not a great deal if
you don’t want or need the item.
Some items go into the sale after a week that you
purchase it. Try to ask the store if they have sale
adjustments where you can get a credit or refund
for the discounted amount if it is applicable.
Refund and return policies for sale items or
clearance sale differ from regular items.