Log onto social networks and you are given first hand evidence of where someone is eating their nothing- short- of- expensive meal, or click on a link to a video and be met by the aspirational bling culture that so many lust after, and another click leads you to peruse photo’s of self proclaimed ‘professional holidayers’ and gourmet foodies… the lavish- consumption trend is definitely gaining momentum; To consume products, not because of an innate need, and sometimes not because of an innate want either, but to consume for the sake of consuming, or for a higher social status…
Conspicuous consumption “denotes the act of buying
many things, especially expensive things, which are not necessary to one’s
life, done in a way that will make people notice the purchases.” Research of Economists takes this notion
further, suggesting that conspicuous consumptions is very common amongst the
poorer classes and economic groups in emerging markets, this is done in order
to suppress the reality of their circumstances and to emulate those of a higher
social status and larger economic freedom. That reminds me of the Izikhotane sub culture…
Recently at Goethe on Main in the Maboneng District was a
thought provoking photography exhibition: The Politics’ of Bling: An East Rand Culture Quest.
Created by Muntu Vilakazi, this photography exhibition is based on a series
of photographs snapped in Kwa Thema, Vosloorus and Katlehong- all townships in
the East Rand of Johannesburg; depicting a lifestyle of opulence, designer
clothes, drag racing, expensive alcohol and general over consumption. Muntu
ignites a conversation about and around: people who still live in matchbox
houses, bred from backgrounds of scarcity, and [some] still struggling economically,
who, despite the reality of their lives, continue to consume well beyond their
means.
As a collective of creative thinkers we need to be
sober to the reality of people being influenced to consume unnecessarily, the
fire has been ignited, the aim is not to keep fuelling it. The creative world
has a choice and major role to play [through advertising, writing, photography
etcetera] in creating [and fuelling] perceptions that are realistic and constructive
or deconstructive and naive. This is not to say that creative thinkers should
not be opulent, beautiful, inspirational, luxurious and rich in thinking, but need
to make a concerted effort to:
Be aware and knowledgeable about societal happenings- therefore making informed decisions about the art being put out to
consumers.
Look beyond the smoke filled consumption aspirations that cripple a society mentally and economically…
Raise purposeful questions and agenda’s- art provokes, has purpose, and is not
created to mentally entrap- Muntu Vilakazi’s exhibition is a perfect
example of constructive thought provoking art. The Exhibiton ran until March 16 at Goethe On Main.
Let’s be real about it…Conspicuous consumption is a
growing trend, labelled and wrapped beautifully whilst posing as innocence…
Written By Tiisetso Skosana
