History 146: Consumerism Lecture

Introduction to Consumerism

• Focus on consumerism in America as foundational to modern economy.
• America as the first true consumer economy.
• Consumerism's role in America's development.

Historical Context

• Origin in a money shortage among European empires.
• Advancement in technology increased costs, requiring new revenue sources.
• Transition from feudal taxes on land to taxes on trade.

Transition from Feudalism to Capitalism

• Decline of feudalism led to new economic models.
• Rise of trade created wealth among the middle class.
• Middle class challenged aristocracy's power, leading to revolutions.

Mercantilism

• Early capitalism marked by national economic competition.
• Need for gold and silver reserves for European nations.
• Importance of colonies in providing raw materials.

Colonization and Economic Impact

• Portugal's wealth from silk trade with Asia.
• Spain's expansion in the Americas for gold and silver.
• England and France's later entry into colonization.
• Mercantilism and the controlled trade environment.

Shift to Consumer Economy

• Colonists in America began growing cash crops, like tobacco.
• England's goal to keep money flowing back through selling goods.
• Joint-stock companies and their role in funding colonies.

Rise of Consumer Revolution

• Transition from need-based to want-based buying.
• Increased demand led to the Industrial Revolution in England.
• Social status linked to consumer goods ownership.

Social and Economic Impacts

• Blurring social lines through consumer goods accessibility.
• Rise of portable and fashionable consumer goods.
• New social roles and status defined by consumerism.

Key Consumer Goods

• Tobacco as the first major leisure product.
• Coffee as a widely consumed beverage across classes.
• Consumer goods playing a role in revolutionary sentiment.

Women's Role in Consumerism

• Women gaining influence through control of household purchases.
• Marketing began to target women's interests.

Political and Economic Consequences

• Class intermingling and cultural shifts in the colonies.
• Development of consumption-based culture.
• Economic boycotts as a tool in political rebellion.
• Consumerism as a unifying force for colonial unity.

Conclusion

• The lecture provides an introduction to consumerism's roots in America.
• How consumerism influenced the American Revolution and shaped modern society.