Consumer Power
This is a concept foreign to Latin America – but I will have to explain what I mean by that.
First, a short review: Latin America’s basic culture was derived from 16th Century Spain and Portugal – along with its language. This was profoundly authoritarian and immoral. When these countries obtained their independence, they adopted a few of the trappings of modern culture, such as democracy, but nothing really changed. In the 20th Century, they also acquired a thin veneer of American popular culture, but this was only skin-deep. They wore American clothes, and watched American movies, but nothing really changed underneath this. They also adopted consumerism enthusiastically – it seemed simple to them: just get more stuff.
But in the States, something more profound was going on: the consumer was in control. I have derided this change myself, not realizing what was going on: why Americans have such a passion for their shopping centers. They loved them because they were set up just for them - where they called all the shots by choosing which things to buy, out of the thousands available.
This was a pathetic kind of power – but one they could understand easily – and they went with it, since it was the only thing they had. I had missed the whole thing that has attracted them: Consumer Power. It wasn’t until I had lived in Costa Rica for almost ten years, that this dawned on me.
I went shopping in a Wal-Mart market at the nearest large town, where American marketing skills are evident. The basic rule Wal-Mart understands is this: the customer is all-important. Wal-Mart is spending a fortune to corner this market, and they have succeeded in teaching this approach to its employees.
This may not seem so earth-shaking to Americans, since this is what they are used to, but a Consumer Revolution has happened in America – without Americans being the least be aware of it. As usual, they were sound asleep.
You can only see the contrast in Latin America – where a hierarchical power structure is still assumed. Those in power expect the world to serve them. The customer is just a person who needs things – obviously an inferior position. And this applies to any situation where people want anything from anybody: those in power abuse those beneath them – and no one considers this objectionable.
I am not saying consumer power is a good thing – quite the opposite: it is only an illusion of power. But in a world of illusions it is all Americans have. For the time being, they seem to be on top. In the longer run, it is a disaster looking us right in the face.
American Foreign Policy is All Local
If you want to understand it, look inside America, not outside of it.
Obama, for example, is pushing the war in Afghanistan because he wants to get elected again. Simple as that. He may not know (or care) what the Afghanis want, but he knows very well what the American public wants. He also knows they have short memories, and is dawdling about removing our troops from Iraq, because our military wants to keep them there. He says all the right things, and does all the wrong things – and nobody notices the difference.
I have alluded to this subject recently, in my posting America and Honduras – which lays out the inside reasons for our involvement in a military coup in Honduras.
I have been disappointed by Witness for Peace‘s coverage of this: it got bogged down in what was happening in Honduras, and was captured by the local revolutionaries. It missed the bigger scene altogether. It have supported them for a long time, and just received another appeal from them – which I will ignore.
Americans know nothing about what goes on outside America – and have no desire to know. As far as they are concerned, they are the whole world – and the American media confirms their bias in this.
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