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The right to waste, privileged few, says he is free to all. This civilization does not let you sleep at flowers, or the
chickens or people. In greenhouses, the flowers are subjected to continuous light, to grow faster. In factories
of eggs, chickens are also prohibited night. And people are doomed to insomnia, anxiety, panic buying and paying.
The consumption boom in the modern world gets louder than all the wars and turmoil weapon all carnivals. As an old Turkish proverb, he who drinks on account, he gets drunk twice.
The Clouds partying and looking stunning, this great universal drunkenness seem to be unlimited in time or space. But consumer culture sounds much like the drum, because it is empty, and when the verdad, cuando el estrépito cesa y se acaba la fiesta, el borracho despierta, solo, acompañado por su sombra y por los platos rotos que debe pagar.
La expansión de la demanda choca con las fronteras que le impone el mismo sistema que la genera. El sistema necesita mercados cada vez más abiertos y más amplios, como los pulmones necesitan el aire, y a la vez necesita que anden por los suelos, como andan, los precios de las materias primas y de la fuerza humana de trabajo. El sistema habla en nombre de todos, a todos dirige sus imperiosas órdenes de consumo, entre todos difunde la fiebre compradora; pero ni modo: para casi todos esta aventura comienza y termina en la pantalla del televisor.
La mayoría, que se debt to have things, ends up with nothing but debts to pay off debts that generate new debts, and ends up consuming fantasies that sometimes materializes offenses.
The right to waste, privileged few, says he is free to all. Tell me how much you consume and tell you how much vouchers. This civilization does not let you sleep at flowers, or chickens, or the people. In greenhouses, the flowers are subjected to continuous light, to grow faster. In the factories of eggs, chickens are also prohibited night. And people are doomed to insomnia, anxiety, panic buying and paying. This way of life is not very good for people, but very good for the pharmaceutical industry.
U.S. consumes half of sedatives, tranquilizers and other chemical drugs that are legally sold in the world, and more than half the illegal drugs being sold illegally, which is no small feat when one considers that U.S. is barely five percent of the world population.
"People unhappy, comparing the living," said a woman in the neighborhood of Diving, in Montevideo. The pain of no longer being, who once sang the tango, has given way to the embarrassment of not having. A poor man is a poor man. "When you've got nothing, you think you're nothing," says a boy in the neighborhood of Villa Fiorito, Buenos Aires. And one finds, in the Dominican city of San Francisco de Macoris, "My brothers work for brands. Buying live labels, and live sweating to pay fees. " Invisible
market violence: diversity is the enemy of profitability and consistency rules. Mass production in
gigantic scale, imposes mandatory everywhere their consumption patterns. This dictatorship of the compulsory uniform is more devastating than any single party dictatorship, require in the world, a way of life that human beings reproduce copies of the consumer as exemplary.
The consumer sample is the quiet man. This civilization, which confuses quantity to quality, confounds body fat with good food. According to the Lancet, in the last decade "severe obesity" has grown nearly 30% among the young population of more developed countries. Among American children, obesity increased by 40% in the last
sixteen, according to recent research of the Center for Health Sciences at the University of Colorado. The country that invented light meals and drinks, the diet food and fat free foods, has the largest amount of fat in the world. The consumer copy down the car only to work and watch television. Sitting at the small screen, spends four hours a day eating plastic food. Triumph
disguised food waste, this industry is winning the palates of the world and is tearing up the traditions of the local cuisine. The habits of eating well, who come from afar, have, in some countries, thousands of years of refinement and diversity
, and are a collective heritage that is somehow in the kitchens of all, not just in the tables of the rich . These traditions, such cultural identity, these celebrations of life, are being overwhelmed, so explosive, by the imposition of chemical knowledge and unique: the globalization of the hamburger, dictatorship of fast food. The plasticization of the global food, the work of McDonald's, Burger King and other factories, successfully violates the right to self-determination in the kitchen: sacred right, because the mouth is the soul of its doors.
The world cup of 98 confirmed to us, among other things, that MasterCard tones muscles, the
Coca-Cola gives eternal youth and the McDonald's menu is a must in the belly of a good athlete. The vast army of McDonald's hamburgers to shoot their mouths of children and adults on the planet. The double arch that served as
M banner, during the recent conquest of the countries Eastern Europe. The lines at the McDonald's in Moscow, opened in 1990 with great fanfare, symbolized the victory of the West has so eloquently as the collapse of the Berlin Wall.
A sign of the times: the company, which embodies the virtues of the free world, denying its employees the freedom to join a union. McDonald's viola, and a legal right enshrined in many countries where it operates. In 1997, some workers, members of the company that called Macfamilia tried to unionize at a restaurant in Montreal in Canada: the restaurant closed. But at 98 other McDonald's employees in a small town near Vancouver, managed this achievement, worthy of the Guinness Guide.
consuming masses are ordered in a universal language: advertising has achieved what he wanted and could not Esperanto. Any means, anywhere, any message that the TV broadcast. In the last quarter century, advertising expenditures have doubled over the world. Thanks to them, poor children are increasingly taking Coca-Cola and less milk, and leisure time is becoming mandatory consumption. Leisure time, prisoner: very poor households have no bed, but have a television, and the TV has the floor. Bought on credit, that animal testing democratic vocation of progress: a one listens, but it speaks to all. Rich and poor know well the virtues of late model cars, rich and poor and find out the favorable interest rate that a particular bank offers. Experts know
convert goods into magical sets against loneliness. Things have human attributes: stroke, with it, understand, help, perfume, kisses you and the car is the friend who never fails. The consumer culture has made the loneliness the most lucrative markets. The holes are filled with stuffing breast of things, or dreaming about it. And things can not only embrace, they can also be symbols of upward mobility, permits to pass through customs in society class, keys that open the doors prohibited. The more exclusive the better, the things you choose and save you from the crowded anonymity. Advertising does not provide the product you sell, or rarely does. That's not important. Its primary function is to offset fuel frustrations and fantasies: Who do you turn this aftershave buying? Criminologist Anthony Platt has observed that street crimes are not only the result of extreme poverty. They are also the result of an individualistic ethic. The obsession with social success, says Platt, a determining influence on the illegal appropriation of things. I've always heard that money does not produce happiness; but any
poor viewer has every reason to believe that money makes something so similar that the difference is a matter of
specialists.
According to historian Eric Hobsbawm, the twentieth century ended seven thousand years of human life centered on agriculture since the first crops came in the late Palaeolithic. The world population is urbanized, farmers become citizens. In Latin America we have huge fields and empty urban nests: the world's largest cities, and most unfair. Driven by modern agriculture exports, and the erosion of their land, peasants invaded the suburbs. They believe that God is everywhere, but know from experience serving in large cities. The cities promise employment, prosperity, a future for their children. In the fields, the expected life look pass, and die yawning, in cities, life happens, and flame. In overcrowded slums, the first thing newcomers discover is that the work needed and arms left over, that nothing is free and the most expensive luxury items are the air and silence. While
XIV century was born, Brother Giordano da Rivalto Florence gave a eulogy of the city. He said the cities grew
"because people have the pleasure of joining." Together, they found. Now who is who? Do finds hope with reality? The desire, are you with the world? And people, are you with people? If human relations are reduced to relations between things, how many people are with things?
The world tends to become a big screen television, where things look but not touch. The discount
ercancías invade and privatized public spaces. The bus and train operators, who until recently were meeting spaces for people, are now becoming commercial exhibition spaces.
The shopping center or shopping mall, all the stained glass window, imposes its overwhelming presence. The crowds come in
pilgrimage to this temple of the masses of consumption. Most devotees provides, in ecstasy, things that their
pockets can not afford, while the minority buyer is subjected to incessant bombardment of supply and exhausting. The crowd, which goes up and down the escalators, travels the world: the mannequins dressed as Milan or Paris, the machines sound like in Chicago, and to see and hear is not necessary to pay a fare. The tourists from the inland towns or cities that still have not received these blessings of modern happiness, pose for a photo at the foot of the famous international brands, as previously posed at the foot of the statue of the hero in the square. Beatriz Solano has been observed that the inhabitants of the suburbs come to the center, the shopping center, came to the center as before. The traditional weekend drive to the center of the city, tends to be replaced by a trip to these urban centers. Washed and ironed and hair, dressed in their finery, visitors come to a party where there are guests, but can be voyeurs. Entire families undertake the journey in the space capsule that covers the consumer world, where the aesthetics of the market has designed an amazing landscape of models, brands and labels.
consumption culture, culture of the ephemeral, condemns the media obsolete. Everything changes fast-paced fashion, in the service of the need to sell. Things grow old in a blink, to be replaced by other things fleeting life. Now that all that remains is the uncertainty, the goods manufactured not to last, are as volatile as the capital that finances and the work that generates them. The money flies at the speed of light: I was there yesterday, today is here, tomorrow who knows, and every worker is unemployed and power. Paradoxically, shopping centers, kingdoms of transience, offer the most successful illusion of safety. They resist timeless, ageless and without roots, without night and no day and no memory, and there out of space, beyond the turmoil of the dangerous reality of the world.
owners worldwide use the world as if it were disposable, short-lived goods, which is exhausted as exhaust, soon after birth, the gun shoots images of television and fashion and advertising idols launches, relentlessly, to the market. But, what other world going to move? Do we all have to believe us the story that God has sold the planet to a few companies, because being in a bad mood decided to privatize the universe? The consumer society is a booby trap. Those simulate handle ignore it, but anyone with eyes in the face can see that the vast majority of people consume little bit and nothing necessarily to ensure the existence of the little nature that remains. Social injustice is not an error to be corrected, or overcome a defect: it is an essential need. There is a nature capable of feeding a shopping center the size of the planet.
