Thomas Frank The Signs Of Shopping

Consumerism has become such an common and integral part of society that it’s importance is not even debated. However, the question of how it came to be so important is not as clear and there are many opinions on the root of its rise. Two authors discuss their opinions on the origin of shopping’s importance, and their arguments differ on whether the consumers or manufacturers caused the rise of the shopping era. Thomas Frank in “Commodify Your Dissent” states that manufacturers and retailers are putting out products that promote change, rebellion, and “out-of-the-box” thinking because those are societies ideals at present day. In “The Signs of Shopping,” Anne Norton argues that society has become free and individualistic due to manufactures …show more content…
Norton on the other hand suggests identities are created by companies and then are marketed to consumers. Frank states, “Consumerism is no longer about “conformity” but about “difference” (166). According to Frank, corporations are now using the language of the counter-culture to sell products and identities which go directly against counter-culture ideals. When using Frank’s article to examine Norton’s article and his overall understanding about consumer culture, there seems to be contradiction in what Norton says. Norton states, “Those who own and manage malls restrict what comes within their confines. Controversial displays, by stores or customers or the plethora of organizations and agencies that present themselves in the open spaces of the mall, are not permitted” (105). This quote indicates how corporations already have created identities to market to people. There is a misperception of malls being a public place. The malls are creating rules for people who enter their boundary to shop. Norton explains that the corporations are encouraging rules and creating identities to target certain people. In this case, Norton does not acknowledge that some identities are already created because the malls are looking for certain people and limiting who or what comes within their confines. Norton seems to be contradicting himself when talking about how the malls influence society in terms of creating identities when in fact malls are not creating identities for everyone. The whole idea of being cool and rebellious is what society looks for because of such restrictions people had in the past. Frank’s argument about commodification of “coolness” goes against counter-culture ideals created for people. This reasoning leads to Frank’s argument not applying to Norton’s argument about choice and identity in consumer culture because there is no choice of identity at malls