This paper discusses the conditions that led to the emergence of the consumer society in the United States. A consumer society is, according to Rostow and Galbraith, the result of a large surplus of productive forces. However, such a surplus is not the only cause of mass consumption.
A starting point for this analysis is the discourse on the unknown and unclaimed space in the American West. In the 1800s-30s, the expedition crews of the army, of merchants and hunters recorded their observations and measurements. Each record was made as if there had been a grand design to represent the whole West in the field of natural history. In the 1830s-40s, tall talks and adventure stories of trappers were merchandised in the East, leading to a plethora of exaggerated images of the West. In the 1840s, the guidebooks for emigrants were published. In them were juxtaposed records of natural history with adventure stories and advertisements, creating a semiologically operational space.
In the mid-nineteenth century, financial markets and the railroad network developed rapidly. The frontier became located where the railway tracks stopped, creating sites where modern technologies encountered the primitive wilderness. Events happening on the frontiers were told, often using exaggerated images of “the Old West.” But unexpected, uncertain factors of western life were generated and swelled by market fluctuations and technological innovations, rather than found in the wilderness.
As the West was claimed, it produced new rural farms and cities. By the 1870s, the frontier times were past in the Middle West, and at this point, mail-order catalogs began to appear. Mass-produced goods were listed on their pages, in which rural farmers found advertising displays and the ephemeral mode of cities. These catalogs transformed the distance between cities and farms into a semiologically operational space and fueled mass consumption.
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