Americans have turned to singles, so they would have consumed

We like to think that in a free market, we are free, we are — higher advertising and social manipulation. However, there is a new trend in society — the rise of a single person as a reference customer. And here we have a paradox: what was once considered radical — to remain single, can now become reactionary. Long-term relationships, as well as "life-long work" quickly become unreliable and temporal relationships without commitment — what more than a decade ago warned us sociologist Zygmunt Bauman (Zygmunt Bauman). Two people who work for themselves, with no prospects of stability, it is difficult to build their future together. Capitalism wants us to be lonely. With 60 years of solitude was considered a radical choice, a form of rebellion against the bourgeois capitalist conformity. Says sociologist Jean-Claude Kaufmann (Jean-Claude Kaufmann), the transition from family life to the solo lifestyle was part of the "driving force majeure individualism." However, this freedom seems far less glamorous, if you look at it through the prism of the planned changes in consumerism.

Today, there is an economic sense is to persuade people to live alone. Singles consume 38% more food, 42% more packing material is 55% more power and 61% more gas per person than a family of four. This is stated in a study by Liu Jianguo (Jianguo Liu) from the University of Michigan. Now in the U.S. single people between 25 and 34 years, never to marry, the number of people in a marriage are ahead by 46%. Divorce is a growing market, one broken home means that you now have to buy two houses — two cars, two washing machines, two televisions. Days full of the family as the ideal consumer units are numbered. Capitalism has plunged into stagnation, and corporations have realized that there are now two new channel of growth: first, the emerging single market, and secondly, in acquiescing in divorce and individualistic concept of freedom. This is evident in the changes in advertising — the target audience for such diverse products as burgers and leave, become lonely, in particular — single women. New ad for Honda and Citibank contrasts of living together in a process of self-isolation and delay creating relationships.

Says Catherine Jarvie (Catherine Jarvie), a new way — a "relationship of the upper pocket," when none of the parties are not committed to long-term liabilities. Take, for example, the rapid growth in popularity of the site for dating In the U.S., show ads on sites subconscious connection between the one-time consumption and supply of: "Buy me ikeevsky couch and fuck me on it, $ 100." This equated to the product itself revealed precisely because of the planned cycles and the perceived decrease in consumption no longer bring capitalist growth. During the saturation of the market, as we have already consumed all that they could, we are called to embody itself in the "products on the market", consuming others. Exercises for utilization of people. Now consumerism require of thee alone, and therefore sells it as something sexual. Focus — is that now more radically to try to have a long-lasting relationships and long-term performance, plan for the future, probably not even try to have children than to be alone. Joint life with someone, long-term relationships with other community members now seem a radical alternative to the forces that want to reduce us to a fragmented, alienated vagabonds in search of more short-term relationships with individuals that carry the awareness of its futility.

The solution: be radical, head of the family, requires a commitment from the partner and the employer. Say no to the charm of the market of disposable singles.

Original publication: Ewan Morrison: what I »m thinking about … why capitalism wants us to stay single

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