22 April 2007
“The philosophers have only interpreted the world…the point…is to change it.”
--Karl Marx, Theses on Feuerbach, XI
On 22 April 2007, The New York Times published Lesley Jane Seymour’s article, “Tweens ‘R’ Shoppers”. In her article, Seymour discusses the shopping excursion of her pre-teen (tween) daughter and her two friends. She lovingly describes the children’s dress, make-up, and even her daughter’s friend’s charm bracelet – complete with photographs. At times it seems she tries to wax poetic about the shopping experience by featuring it as a semi-microcosm to comment upon society in general and the now-accepted turn towards materialism. She compares the state of society thirty years ago in contrast to today where television shows, celebrity tabloids, marketing, advertising, and branding combine to propel a materialistic-centered culture focused on the influential purchasing power of the tween market.
Seymour does not stop there.
She goes on to mention sociology professors who have published books on the topic of these new young consumers. Seymour mentions one in particular, Sharon Zukin, a sociology professor and author of Point of Purchase, who “does not deride tweens for wanting to shop because she claims it is the modern form of hunting and gathering” and therefore a form of survivalism and “rite of passage” especially significant to the development of their individuality at this in-between stage of development – between childhood and adulthood.
Where do I even begin with this one?
Modern ‘hunting and gathering’ is tween shopping?!? Before, hunting and gathering was a method of survival. Rather than shopping malls, there were caves and fire as a necessary luxury. The wheel was probably the latest ‘branding’ as the ‘it’ objet du jour. Today, tween shopping is a means of gathering excess and indulgence in a bid for materialistic herd-like acceptability. Basically, what Seymour is describing here is how tweens can buy acceptance with the latest new accessory or fitting into the latest ‘skinny jean’ – and it seems that she is justifying it through the citations of would-be sociologists.
When did branding ever replace individuality?
I remember seeing the logos and high price tags when I was a tween. Seeing my peers wearing this shoe or that jean to ‘fit in’ with the others, I distinctly remember choosing to decorate, design, and to create my own. I was not alone. There were other ‘creatives’ who enjoyed doing the same. So when did this herd mentality take over?
Of course, it is not impossible to ignore the omnipresence of celebrity culture and worship. Conspicuous consumption is here to stay and luxury brands will never lower in cache. As long as this is a capitalist society, marketers and advertisers will continue finding ways to capture the next wave of consumers and brand to them. There will never be a shortage of consumerism, greed, desire, and spending, spending, spending. No matter the evils, they are not to blame here.
The frustrating vitriolic I reserve here is aimed distinctly at the parents whose duty it is to parent. Be an example. Instill values, morals, decency, and goodwill - individuality through moral standards, charity, philanthropy, and through creativity.
Where did this go? Why has it vanished? What made it ‘ok’ to disappear?
Living in the in-between stages of development, tweens are the hyphen. They are pregnant with potentialiaty to create, to achieve, and to soar beyond limitations. Where and why shirk the possibilities? Instead of instilling maskery and encouraging young girls to hide behind brands and make-up in an ersatz ‘individuality’, why not encourage charity work, volunteering, and philanthropy of time, love, and fraternity? Whatever happened to development through the caring and love of others in need? Where did the desire to help others flitter away?
When did the star of imagination turn into the chemical stardust of face powders and mascara?
Maybe there is no official book on parenting with all the answers to the mysteries and frustrations of child-rearing. But parents, where did your common sense and decency fade? Where is that voice that advises you to instill and to encourage fraternity and goodwill to others? Especially at this time of in-between where your parenting is most crucial, where is your example?
The horror in Seymour’s citing notable sociologists and authors is not in their commentary – their interpreting. Rather, it is in the blanket acceptance of a turned society turned because of the absence of common sense parenting. When will we act to effect change? In a constant struggle between ideology and praxis, when will we take action to do what is right, necessary, and worthy?
