Bling at The Box Office
- Wednesday, June 26, 2013
Call it another sign—albeit a strange one—of an improving economy. Several current movies are shining a bright and flattering light on the things of our consumer culture.
"While their story lines couldn’t be more different, their visions are united by long, loving looks at stuff…"
As for The Great Gatsby, producer Baz Luhrmann told Time he worked hard to capture Gatsby’s “belief in stuff’s power.”
"Every detail in that house is about him saying, ‘Look how rich I am. I am worthy because I have all this stuff.’"
While materialism at the movies is nothing new, such conspicuous displays of consumption fell out of fashion during the last recession. Apparently, it was simply a pause on the long march toward an ever increasingly consumerist culture. The Great Gatsby even pioneered a new form of co-promotion:
"Its brand partnerships flip traditional product placement, putting film references in shops rather than vice versa. For example, though Brooks Brothers isn’t called out onscreen, the company dressed the actors (as it once did Fitzgerald) and launched a tie-in collection."
Tim Kasser, a psychology professor at Knox College and the author of The High Price of Materialism, isn’t surprised by such movies. In part, he told Time they simply reflect the culture we live in. For example, he’s been tracking high school seniors’ views on money and possessions for several decades and has seen noticeable increases in the importance they place on “having a lot of money” and “owning a new car every two to three years.” Interestingly,
"That same research also found that the increasing desire for stuff has been inversely related to a desire to work for it."
Along with monitoring the presence of consumerism in our culture, Kasser also studies its impact, noting that,
"[Consumerist values] are associated with lower happiness, less civil society and less [ecologically] sustainable behavior."
That message isn’t lost on Luhrmann or Sofia Coppola, director of The Bling Ring, a true story about a group of California kids that stole millions of dollars’ worth of luxury goods from celebrity homes.
"‘That side of our culture is fun to look at in small doses,’ she says. ‘I definitely overdosed on stuff by the end of the shoot.’ As for Luhrmann, a central question behind his film was how to make a movie in which every object is desirable but, by the end, ‘you almost choke on it.’"
Time said the films are ultimately “artistic critiques of materialism,” and that the films’ characters end up being “confronted with the emptiness of the ‘materialistic myth.’” However, it also noted that moviegoers are more likely to walk away dazzled than dissuaded.
Seeing fancy things triggers ideas about having fancy things. ‘From what I know of psychology,’ says Kasser, ‘a critique is going to have to be awfully explicit and awfully sustained in order not to activate those desires for materialistic stuff.’
Recently on Debt
Have something to say about this article? Leave your comment via Facebook below!
Listen to Your Favorite Pastors
Add Crosswalk.com content to your siteBrowse available content