History of Consumption
Since the 1850’s there was a new market for desire of goods. Men became money absorbed, and women had a continuous growth of standards for merchandise and appearance. Freud studied the human’s unconscious feelings that drive their desires, while his nephew, Edward Bernays, created a practice that has shaped consumerism applying the same idea. He applied the theory of humans obtaining irrational emotions and will act upon them given the right opportunity. He understood that people do not actually need clothing, but will feel better if they got what they wanted. The idea is forcing consumers to want something they didn’t need and linking products to an unconscious desires so they would feel better about the purchase. Seen in The Century of Self, ideas of consumerism was addressed and put into practice post World War One, which adapted to the trends of commercialism in their forms of advertisements, especially making consumers feel unconsciously that they needed products. Consumerism then has shaped culture and consumption as we know it today. Importantly, consumerism is more than the exchange of goods, but the exchange of culture, stories, memories and experience. This segment will focus on the historical, economical and social components of Sam the Record Man that have overall shaped a musical culture in Toronto, and its later result of leaving the once record shopper nostalgic and sympathetic about losing their esoteric shrine.