Читать книгу Essentials of Sociology - George Ritzer - Страница 49

Thorstein Veblen (1857–1929) was concerned with the ways in which the upper classes demonstrate their wealth. One way to show off wealth is through conspicuous leisure, or doing things that demonstrate quite publicly that one does not need to do what most people consider to be work. However, the problem with conspicuous leisure is that it is often difficult for very many others to witness these displays.

Thus, over time the focus for the wealthy tends to shift from publicly demonstrating a waste of time to publicly demonstrating a waste of money. The waste of money is central to Veblen’s most famous idea, conspicuous consumption. It is much easier for others to see conspicuous consumption (e.g., huge mansions) than it is for them to see conspicuous leisure.

Veblen is important because he focused on consumption at a time when it was largely ignored by other social theorists. Furthermore, his specific ideas, especially conspicuous consumption, continue to be applied to the social world.

Ask Yourself

Picture some of the many examples of conspicuous consumption. Consider the brand names on your clothing, smartphone, and laptop. Are they expensive brands with visible logos and high status or less expensive, no-name brands with little or no status? Are you less likely to buy clothing (and other products) with visible brand names because you are more interested in creating your own style?