It is very easy when appalled by one’s fellow human beings to want impose virtue (or taste) upon them, but this is a temptation that should be resisted
by Theodore Dalrymple
by Theodore Dalrymple
It is
not difficult both to dislike and to criticize consumerism. It is often as
vacuous as it is unattractive. Last week, for example, my wife took me to
something called an ‘outlet village,’ an expanse of shops built in faux Eighteenth Century style that sold
designer products at allegedly low prices (though, wanting nothing in particular,
they seemed high enough to me). There was actually a queue to obtain entry into
Prada whose products are hardly those of first or primary necessity. However
deep our economic crisis, this was no queue for rations in wartime; and though
I am far from an egalitarian I felt uneasy that there were so many people
wanting and even eager to pay hundreds or perhaps thousands for what seemed to
me to be aesthetically cheap and vulgar gewgaws while so many people await
their heating bill with extreme anxiety and trepidation.
If I am
honest, however, what really appalled me about the ‘outlet village,’ which,
incidentally, proclaimed itself a ‘community,’ was the appalling taste of the
moneyed masses. Though they shopped all day for clothes – you couldn’t buy so
much as a newspaper, let alone a book, in the ‘community’ – I didn’t see a
single smartly dressed person among them, let alone an elegantly dressed one.
On the contrary, they were to a man and woman attired in expensive slum- casual
garments whose brands alone distinguished them from what the poor would wear.
As consumers, then, they weren’t even very good at what they did, namely
consume. They wore brand names as if they were medals awarded in the war to
distinguish themselves as individuals from others in some way. If the
justification for disparities in wealth is that the wealthy beautify the world,
these people failed utterly to justify their prosperity. Purchasing power
without power of discrimination is (at any rate for me) dispiriting to behold; but
I am under no illusion that if income and assets were more equally distributed
in society things would be any better from the aesthetic point of view,
irrespective of the economic or social effects of redistribution.
Appalled
or even disgusted as I was by what I thought was this vast outdoor exhibition
of mass vacuity and spiritual emptiness, to say nothing of absence of taste, I
kept enough control of my gut reaction not to suppose that it would be a very
good guide to or motive for economic or social policy. It is very easy when
appalled by one’s fellow human beings to want impose virtue (or taste) upon
them, but this is a temptation that should be resisted. Deeper reflection is
necessary; intemperance and impatience usually end in something worse than they
were designed to amend.