OUGD401 Study Task 4 - Summarising and Paraphrasing

Miles, S. (1998) Consumerism: As a way of life. New York: Sage.

Within this excerpt of the text Steven Miles looks at the way in which design has a key influence on capitalism and maintaining consumerism. Miles has a thought that 'In effect, we have come to live in a post-materialist age where the superficiality of design for design's sake and, indeed, consumption for consumptions sake has been exposed for the counterproductive social trend it always was.' (1) Within the 20^th century design now plays more of a role in desirability and sale ability of a product rather than for productivity and speed. Sparke suggests ‘For these new consumer’s appearance and life-style were becoming increasingly important and this pointed the way to products becoming a means of offering them style and social status which, in turn, called for increased product elaboration.' (2) This is because in the 1920’s the focus of products began to be ‘eye-appeal’ aimed at continual stylistic change in order to raise sales and profits. Manufacturers noticed the economic benefits of this, that something goes ‘out of fashion’. Miles also notes 'Compulsory obsolescence is the foundation-stone of the modern design industry and involves the intentional design of products for a short-term use.' (3) Designers now design things to ensure there is a constant demand for their new product. Miles is also aware of the expansion of consumerism from social change and advance in technologies as he says ‘A thriving economy and the fact consumers had more disposable income encouraged the development of an increasingly eclectic market-place.’ (4)

Reference:

1. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg2.
2. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg2.
3. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg3.
4. Steven Miles (1988). Consumerism: As a way of life. New York: Sage. Chapter 3 pg3.