If love for another person, for the real or justice, are forms of high love that magnify our soul, the love for the things is a form of addiction in illusory objects. I'm playing to reverse the terms in which the tradition has usually thought of our relationship with things, today we might say, with the goods as an excessive attachment to material and unworthy objects.
And because it's love, we expect to have to deal with the passions, with the dream and with the game. I do not offer an apology for my shopping, but to see how consumerism is a reality that can be seen as in a multi-faceted prism. A rose is only a flower, but when it is bought by a lover and donated to a woman there is in this gesture of all the mythology of passion, courtship and the man-woman relationship.
This idea perhaps mythology tells us something about the expressive potential and significance of goods and the activity of shopping, together with objects to buy small universes of meaning, and through them we can express or rework the components of our identity, of our relationship with the other and our role in the world.
If there is a myth behind the merchandise, shopping may also be acts by which we relate in a more or less conscious with cultural meanings, with the myths of course, that you are stuck in objects. And again, if objects are like the signs of a language, then purchasing and using of goods is like talking, of course, a language, and shopping is definitely something to say, in all senses.
Shopping holds a great expressive significant power, and in fact, the consumer market is set up as a real second reality of dreams. There, however, is not innocent the hypertrophy of consumption, reaching the point that almost everything we do go through economic transactions of purchase, meaning that the experiences offered by the surrogate goods have now completely supplanted the real-life experiences.
The concept of narcissism is certainly one of the terms that can be used to describe the contemporary consumer as me, not only in philosophy but also in ordinary speech today I am self-satisfied, in the mirror of the windows. Here is the background of a very strict conception of the consumer as a taxable person manipulated by advertising and by the imperatives of the hedonistic consumer society.
This summer, on my visit to Delhi I remained mesmerized by those cups, saucers, sugar bowls, in Delhi Haat and so I decided on my return, to roam the web, looking for a site that had all those little things that drove me crazy. I found a playground for people like me who love the products for the home and the kitchen. Inside I could find all kinds of products that I fancy for my kitchen. You know those beautiful services, those placemats and those objects that usually found in the buffets of the great luxury hotels where I could find all this at really great prices!
Want to know what I bought? A service of dishes, a pepper grinder both seen on other sites, but still too expensive for my budget, a beautiful butter dish, a large number of stainless steel bowls, a cheese dish made of glass and stainless steel, a large multipurpose clamp table mats, there are all kinds, really cute. If the love of the goods is a blinding love that dispels the reality you could probably say that it is rather a crazy love, which weakens our reason and our awareness of citizens and political subjects.
I go shopping and come back with new curtains and a picture frame whenever I find and bargain points or have a coupon in hand These items may not come to be part of the house that I feel and that, but after all, is a part of me. I go shopping and buy a shirt and a pair of new shoes which are not merely useful objects, but also significant, tools of the staging in which I present myself to others, and not only our clothes, our own style, are something we hold dear and not by chance, my clothes are almost like a second skin full of meanings directly concerning my identity.
We must not forget that shopping also has a dimension of the group. Standardized products and tastes approved one model of car. Today, however, there are several models of machine, so that you are spoiled for choice that is a production of large amounts of poorly differentiated goods to a just in time production of goods in a plurality of often customized models.
The most striking example is that of fashion, choosing a style of clothing rather than another is often revelatory of the desire to belong to a group, to a tribe. If we want to integrate into the group of our colleagues we can not go with baggy clothes, and if we want to integrate in a punk band we can not go with work clothes. Each of us is a part of various tribes, at work, when we go out in the evening, with your family, if we are activists of a political party, or if we are in a cultural association. In each of these there are implicit rules of conduct, part of which specifically concern the consumption and style.
Therefore, the kaleidoscopic variety of consumer goods can become a tool for the creation of social ties and affiliations to tribe of taste. Through the sharing of musical tastes, clothing, art, literature etc. trans-individual creating networks of relationships and experiences. Going to the cinema, theatre, disco, at a concert, on vacation are all small daily rituals based on consumption that weave the fabric of interpersonal relationships and group.
Behind the dream of shopping then there is the cultural history of our society, it is a dream and a collective unconsciousness where they emerge anxieties, desires and passions that should not be underestimated. My shopping dream in something is not visible in the form of clear rational conscience, but in an indirect form of allegory, and the symptom of enigma, and it is something that speaks to us and our identity, the house as a myth of the intimacy of the nuclear family, the machine as a myth and the acceleration of technological progress, the mobile phone as a myth of know and the computer as a myth of the information society.
A picture frame made in series is the same for everyone, but the use that will be made depends on the history and memory of each. Or again a car has a universal meaning as a symbol par excellence of modern consumerist dream, but will also have a very different meaning, and special for the person who buys a second that uses as his first car for going out with friends, or as a car to go to work, or as a means for family holidays or as a status symbol.
My dream not is just one of the shopping, but also what continues to home, back from shopping and here that every commodity, however limited, is customized to be integrated with my personal dreams. So in the dream, between collective myths and dreams that are intertwined with the personal story, shopping lives its singular life.