I made it to the Hammer forum event featuring Benjamin Barber and Reverend Billy of the Church of Life After Shopping. It was an interesting evening, although a little frustrating at times. The evening began with a 'sermon' from Rev. Billy basically a recount of his groups Black Friday shopping interventions. He is pretty entertaining, parodying a televangelist--lots of 'amens' and the like and very committed to his cause. He addressed consumerism as a preacher would address sin, complete with call to repentance and a remedy for our moral failure. His answer to consumerism--just say no to shopping, felt simplistic, something that Benjamin Barber addressed in his more formal lecture right after Billy.
For Barber the current situation is more complex and there are no easy answers. He feels that consumerism is essentially a perversion of capitalism and a perversion that is now so deeply embedded in our cultural psyche that breaking it will take more than a just say no campaign. He spent a lot of time addressing the difference between advertising and marketing, the infantilization of adults and the campaigns to create ever younger consumers. Much of what he said rang true, but he kept referring to marketers and media types as "them" as though they are somehow like Big Brother, molding humanity to their whim and will--I am not sure that is an effective analysis either. To demonize the "other," in this case principally marketers and those who create films that infantilize us, seems a cheap shot to me. It is not that I don't think these issues are real, because I do and I worry about those things as well, but I just think that a lot of marketers and film makers are just as lost in all of this as the rest of us, and I don't think they exist as a sort of ruling class above the fray as it were, manipulating and pulling puppet strings. I guess this tension--the chicken/egg issue--is seldom easily resolved.
Ultimately an issue this complex is not going to be sorted out in one ninety minute forum, especially one where there were a couple of quite disruptive anti-consumerists in the audience who thought nothing of interrupting and co-opting the conversation with obnoxious comments, almost railroading the audience participation part in the process. Barber's book, Consumed, looks as though it is an expansion of his lecture, and might hold some deeper insights into his thinking.