Wherever
you go, there is always something to buy. Whatever it is you want to buy. To justify purchases one can argue that the object is either needed or wanted. An increasingly common phenomenon is justifying
something as being a necessity, when in reality it is a desire. Expensive gyms are not only replacing seemingly lower class gyms, but are also
taking up physical space outside where individuals could be working out. One
might argue that they “need” to be a member at an expensive gym to have the
best possible workout results, while in the interim indebting themselves. Why
is it that consumers act against their better judgement, and engage in
spending they later regret?
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| . . . |
The
notion of conspicuous consumption attempts to offer some explanations for this
phenomenon. First, conspicuous consumption revolves around the question of “who
has the right to waste?”. Veblen (1899) argued that waste is built into the
capitalist ideal. We live in a society that is constantly trying to sell us
things. Our society promotes this idea of spending money and buying anything
and everything you can. For example, it is not enough to be a member anymore,
individuals feel the need to buy additional packages or services in order to
further demonstrate their ability to waste. Veblen (1899) concluded, based on the
individuals he had studied, that “consumption is evidence of wealth.” This
statement holds true especially in today’s society. We are constantly producing
beyond need. It is these wants that have driven us to such a result. Most of
our identities are fashioned mainly around the excesses of marketing and
consumption. The construction of these gyms in and of themselves is a testament
of the amount of waste our society is comfortable with producing. It is this
kind of performance of excess that keeps consumption going. The product is no
longer the actual thing you hold in your hand, rather it has become an ideology
or identity, which says something about where you fit in the social order. Individuals
take on the identity of their gym by purchasing promotional products such as
clothing, water bottles, and gym bags. As Veblen (1899) would say “in order for
it to be reputable it must be wasteful”.
The
Westin Ottawa Health Club, has been deemed “upper class” and therefore, members
must maintain a specific lifestyle, which includes having a higher
socio-economic status. We are caught up in a cycle of consuming identities as a
response to anxieties, creating endless needs and markets. These anxieties and insecurities
have affected a great amount of individuals and encourage the compulsive need
to be a member of a specific lifestyle. In addition to maintaining a specific
lifestyle, the gym facility is providing its members with a segregated space
from the rest of society who is unable to afford such luxuries. Interestingly,
while it is clear that these gyms are only available to the elite, they are
advertised in public spaces, such as buses, which fuel the desire for this
lifestyle amongst individuals who cannot afford it, and enforces the notion
that consumption creates happiness. The clubs strive on our weaknesses and
anxieties surrounding identity. The media does a great job at glorifying rich, beautiful and fit individuals. In addition, the media fabricates a
reality which promotes the idea that the only way in which one can achieve this
identity, is by going to the fitness club. The clubs offer individuals a
space of “belonging”. One can feel safe and identify with those around them as
seeking the same things in life.
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| How many cardio machines does one facility need, considering the fact that you can walk out the door and run outside? |
References
“The Westin”. (2010). “The Health Club at The
Westin Ottawa”. Retrieved from: http://www.westinhealthclub.com
Thorstein,
V. (1899) The Theory of the Leisure Class: An Economic Study of
Institutions. New York: Macmillan
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