The Parable of the Democracy of Goods

This article covers a very specific, but important concept in our culture today. The media sets the standard for current society. A specific outlet the media uses is advertisements and the mechanism they use is called the parable of the democracy of goods. Advertisers started out by selling high-end products to an elite group of wealthy citizens. If the good was only affordable to the rich, they would be more likely to buy it since it sets them apart from the rest of American citizens. But than advertisers realized to sell a good at a low price, but with a high quantity of consumption, could make them more money.

The media started showing images and selling messages to the middle and lower class citizens that they could have the same products as the wealthy, but for a very low price. With in this, they are also stating that by attaining the same goods, you could be on the same level as the rich. This takes advantage of the average blue-collared worker's mind set, which is to provide for his family to the best of his ability. The media drives that these goods are the best and the best for your family.

This new tactic in the media brought upon negative results that were not directly intentional. It taught Americans to look to similarities in consumption style rather than to political power or control of wealth for evidence of significant equality. We became a consumer nation. Our focus went to what we had instead of what we can do. This puts even more strain and focus on money, rather than personal power. We are caught up in a lie.