A Culture of Want
Friday, November 7th, 2008Abraham Maslow conceived a model of human behavior based on needs. Called the Hierarchy of Needs, the model purported that people act to fulfill certain needs, which once fulfilled give way to “higher” needs. The hierarchy begins with the physiological needs – things like food, water, sleep – and later, sexual gratification. The second level involves the “safety needs” – a feeling of security in the world, of knowing that you are not in any immediate danger, physically or emotionally. The third level is “belonging needs”, which demands a sense of kinship or family or other intimate association with other people. The fourth and fifth levels are esteem needs, which refer to respect and/or admiration from others, and then self-respect and confidence. The highest level of the hierarchy is the stage of self-actualization, which refers to a period of continuous growth as an individual.
The model applies not only holistically to human behavior, but also to behavior in specific contexts, such as work and relationships. It could also be said to apply to groups as well as individuals. Although Maslow used the word hierarchy, he did not place any qualitative value on the different needs, save perhaps self-actualization, which he stated as the ultimate goal. But at that stage, behavior is no longer even dictated by needs, and in a sense the person has “escaped” the hierarchy.
But when we look at needs as they apply to groups, they do correspond to a qualitative hierarchy – the socioeconomic stratum. Generally speaking, those at the bottom of the stratum are struggling to fulfill the basic needs. This is not universal, and I do not mean to suggest that self-actualization is not possible for those in poverty. Afterall, how we define poverty varies from place to place. The people of Bhutan – in South Asia – have a per capita income of around $1300, which places them in abject poverty by U.S. standards. Yet the people of Bhutan, who hold a measurement of “national happiness” higher than economic wealth, are mostly happy. Happiness, where it is a regular characteristic of a person rather than circumstantial, is closely correlated to self-actualization.
In the United States, the hierarchy of needs is superimposed by a second hierarchy – of want. The difference between wants and needs is that needs are dictated by the bodies and minds of people and mostly on a subconscious level. Maslow’s model does not state that people knowingly act on their needs, but that needs function on a more subversive level. Wants and needs can and do align where a person becomes conscious of what they need and how to acquire it. However, all too often, wants displace needs – filler instead of fulfillment. Wants are like empty calories – food that fills your stomach and satisfies the immediate hunger need, but not the underlying nutrition need. A child may want candy, but needs vegetables.
Wants, unlike needs, are dictated not by individuals themselves, but by the external environment, from peers to the greater society. The United States economy is under-girded by people’s willingness to spend money. It is not enough to spend only on those things we need, but also on the things we want. In fact, the economy would be starved if we only purchased according to our needs. What we have is a culture of consumerism, where value is ascribed not only to goods, but to people according to their ability to purchase goods – material wealth.
The pursuit of wealth is not only a sidetrack from climbing the hierarchy of needs, but displaces it with the hierarchy of want. The hierarchy of needs leads to self-actualization – where a person is no longer acting on subconscious needs, but making regular conscious movements towards limitless personal growth. The hierarchy of wants does not ever lead to fulfillment of any sort, and in fact only leads to more and increasingly difficult to attain wants.
Individuals at the helms of the government and industries of the United States and other capitalist economies understand this dynamic well – and in fact, their positions in the socioeconomic stratum depend on it. That is not to say that people in high government positions and at the tops of corporate ladders are removed from the hierarchy of wants. They may actually be the most entrenched. As they fulfill higher and higher wants (meaning rarer or more expensive), they eventually come to a point where the goal is to attain greater ability to fulfill wants. Material wealth becomes the end in itself rather than any means to an end. This stage of the hierarchy of wants leaves people stuck within the hierarchy of needs, most often the esteem needs. The phrase “keeping up with the Joneses” invokes the need for the esteem of one’s peers, or self-esteem based upon one’s status in relation to one’s peers. People stuck in the hierarchy of wants fail to recognize that wants are endless and that satisfaction can only come through fulfilling one’s needs.
With that background laid out, we can get to the real meat of the essay. I have little interest in the vices of of the materially wealthy, only in how they affect everyone else. Just like the people on the top of the socioeconomic stratum, those at the middle and bottom are also mired in a hierarchy of wants. In creating and sustaining an economy based on consumerism, we have created a veritable culture of want. This ailment of society is particularly chronic and systemic within the lower class, much to their detriment. The idea of competing with the Joneses is patently absurd when one has yet to fulfill the most basic needs.
Our era of mass communication has only compounded the problem. Whereas it should be – and at its best is – a system for educating more people and faster, it is also a medium for spreading the memes of want. Before television and the internet, the economic classes were vastly divided by both material wealth and wealth of information. The poor could not even conceive of the pleasures of the wealthy and in a way it was to their benefit. Climbing the hierarchy of needs is possible even in poverty – as the example of Bhutan indicates. Once exposed to the prospect of wealth, but without any sustainable means of acquiring it, the poor can become mired in the hierarchy of wants as well. An interesting side note is that the people of Bhutan were amongst the last to have television, as it was banned from the country until 1999. This is probably not unrelated to their ability to achieve happiness in conditions that we in the “first world” would consider poverty.
Through television and the internet (radio to a lesser extent since it lacks the crucial visual component), the middle and lower classes were delivered images of seeming wealth and prosperity that are based on the hierarchy of wants. False associations were made between material possessions, social status, and happiness – again a displacement of needs by wants.
In rare instances, a member of the lower class may see a near instant teleportation to the top of the socioeconomic stratum, foregoing the natural and healthy progression of climbing the hiearchy of needs, and taking a shortcut through the hierarchy of wants. As a result, many of the needs remain, and like the already wealthy, they remain trapped in the esteem needs. The hierarchy of wants continuously changes the status quo for esteem needs – bigger and more expensive houses, faster and fancier cars, ever gaudier jewelry.
Worse yet, these individuals become an exemplar for other members of the lower class, who identify with them on the basis of their once-shared socioeconomic status. As mentioned before, the sudden leap from the bottom to top is exceedingly rare, but as the mass media constantly inundates our society with accounts of the materially wealthy, their stories seem more prevalent than they actually are. In fact, the prospect of skyrocketing from bottom to top overnight is mostly a delusion, and it is in pursuit of this impossible goal that leads many individuals and groups towards self-destruction.
Although the terms “culture of want” and “hierarchy of want” have so far been used interchangeably, but it should be understood that the hierarchy is merely the foundation for the culture. The culture of want is a memetic cancer that has extended into every sector of human life. The best way to understand it is to examine the different instances where wants displace needs and continue to inhibit personal growth. As mentioned earlier, at the base of the hierarchy of needs are the physiological needs such as nourishment. The body needs certain substances – like proteins, vitamins, minerals – which can be fulfilled by eating the right kinds of foods. Originally human beings collected their food directly from the surrounding environment, but today we rely on a food industry.
The trouble, however, is that the food industry, in seeking to increase its wealth by expanding and speeding up production, has taken numerous shortcuts. If you recall the distinction I made earlier between wants and needs, it was that wants are dictated by the external environment. That is the case here, as the food industry – through massive advertising campaigns – tell people what they want. Fast food in particular satisfies our immediate hunger – a want impulse – but falls short in providing nutrition – a need. Worse than that, these products are often detrimental to our health. Those at the helm of the food industry decided that it was more important to fulfill their want for more wealth than to continue to supply us with what we need. This wants-over-needs initiative is amplified in poor communities, where fast food outlets are disproportionately allocated.
Another example of the culture of want phenomenon can be observed amongst lower class African-Americans. The causes behind the chronic poverty amongst African-Americans are numerous and beyond the scope of this essay, but I would like to highlight an important shift in how many perceive their plight and envision the way out of it. During the so-called Reconstruction era, in the aftermath of slavery, African-Americans – both newly emancipated, and the freemen of the north, conspired to elevate the status of what then was an African-American community of mutual plight and aspiration. Education was the cornerstone of a movement towards personal and community growth. One product of this movement was the foundation of institutions today known as “historically black colleges and universities” or HBCUs.
However, due to the prevailing blight of racism, which maintained a distinct separation between the races in terms of access to resources and influence, a glass ceiling was set that placed severe limitations on just how high most African-Americans could aspire. This barrier was not only physical and social, but emotional. It was not only that African-Americans observed and lived within very real limitations, but that they also internalized those limitations. These emotional limitations remained even after the physical and social limitations were no longer imposed by law.
Compounding upon this emotional limitation is the ideal of the “American Dream”, where anyone can achieve anything if they work hard enough. Except that the American Dream was not inclusive of African-Americans, and completely ignores any concept of inequality. An added consequence to the rosy American Dream “pull yourself up by your bootstraps” ideology is that when one does work hard, but due to the very real social inequalities does NOT make it, it results in a psychological backlash in which the person blames him/herself for their inability. After all, they are told that it’s all a matter of “personal responsibility”. The idea becomes that if you didn’t make it, you just didn’t work hard enough, or to hear some tell it, you just weren’t “smart enough”.
Many African Americans, who as a group are disproportionately lower class, subscribe to the overall American standard of high-materialism and excess – the culture of want – in spite of the fact that they do not have the means to sustain such a lifestyle. Because education – once recognized by forward-thinking African-Americans as essential to personal growth – is so inadequate in many poor areas where African-Americans are the majority, it does not appear to offer a viable path towards success.
This is particularly relevant to young people in the lower class, regardless of ethnicity. Students who stay in school all the way through – and this is a particularly daunting challenge in poor communities – are not seeing opportunities that are much better than those of the people around them who didn’t finish. They see drug dealers, athletes, musicians, or even people who quit school and work hard at an honest job making money, more of it, and much sooner. And in a culture of want, money is the ultimate prize, the ultimate measure of self worth. Why toil through school when there is no apparent guarantee that it will give you any greater advantage, and while the local drug dealers and big name rappers are getting what they want right now? Ideals such as self-actualization are not only obscured, but inconceivable.
Due to the quality of education in poor areas, students are not even given an idea of the possibilities outside the culture of want. They are given the standard subjects of reading, math, and science, but there are slim pickings when it comes to art, technology, and higher liberal arts. By contrast, public schools in high-income areas feature state of the art technology, up-to-date educational materials, and a greater spectrum of classes.
The result is always another generation of kids who are not only under-educated and unmotivated, but also disinterested in the school’s meager offerings. They see no way to connect the dots between an inadequate school and a successful life.
The fairytale lifestyles seen on the television and internet, especially when compared to the reality in their own neighborhoods, are simply more appealing than what school has to offer. Compound upon all of that a lack of mentorship, such as teachers working for a paycheck without any mental or emotional investment in the success of the children. At best they’ll fail to motivate and inspire, and at worse, they’ll add to the problem. They may even be the most recent products of the same system.
In poor communities, you often have a bunch of under-educated people with the wrong values and bad priorities, disillusioned with life, hopeless, and perhaps even angry. Material comforts – from clothing to technology to drugs – and status comfort appears to be a solution to one’s grievances.
The result is a culture where people spend beyond their means to compensate for feelings of inadequacy and hopelessness, and because they were never shown a viable alternative. But these same people, in spite of their financial, educational, and even spiritual poverty, still manage to contribute to the economy in a big way. Therefore it is not in the interests of those at the head of government or industry to promote the personal growth of those at the bottom of the stratum. Worse yet, they see it as being in their best interests to keep the poor spending beyond their means, as we witnessed during the subprime mortgage crisis. Poor and uneducated people continue to stimulate the economy without ever elevating their station. They remain trapped within the culture of want, at the expense of making any progress in climbing the hierarchy of needs.
Tags: Abraham Maslow, Commercial Culture, Consumerism, Culture, Fast Food, Greed, Health, Hierarchy of Needs, Hierarchy of Wants, Joneses, Middle Class, Poor, United States, Want, Wealthy
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