In a globalized neoliberal economy, are human beings the last commodity that will be “marketed” or sold? Currently the commercially viable model relies upon new and interesting culture(s) being commoditised and marketed to “lesser” cultures that are experiencing a cultural void or implied loss of touch/relevance with their context or roots. This is an update on an old marketing technique that exploits the angst and naiveté that the generation gap produces. However, this is somewhat more perilous approach because previous to post modernism, the marketing focused on the groups using the influx of culture like building blocks to help define their existence and eventually growing a lifelong symbiotic affiliation that would benefit both parties (the brand and culture). Where it has changed is with regards to the disposable nature of the new marketing approach, where the symbiotic teams no longer exist and products cannibalize each other’s relevance.

Cultural identity as defined by Wikipedia:
http://en.wikipedia.org/wiki/Cultural_identity

It could be due to government policy relying on systematic destruction and natural attrition as a result, (ala: first nations people), or a culture that is extremely weak  and lacking identity because of its attempted definition during an almost entirely capitalized era, or lack of cohesive population density, (ala Canadian youth). Is it possible that we in the new world and specifically Canada can’t culturally define ourselves anymore? If not here is Canadian identity as defined by Wikipedia:

http://en.wikipedia.org/wiki/Canadian_identity

Of course this entire presupposition relies on two main criteria:

1) A culture weak enough to desire a foreign influx to help stabilize or define itself. This can be natural due to cultural youth or geographical separation of sparse population, (Canada as an example of both), or an artificially induced scenario due to decimation or other factors, (Canadian First nations are an example of this).

2) A culture open to the idea of “disposable”. This begins with an application to basic consumer elements but slowly converts the consumer with regards to basic critical thinking skills such as theory and knowledge.

“Disposable” is really the key to this mantra and is incredibly damaging to sustainable culture because eventually the consumer’s empathy converts to reflect this belief. Disposable becomes synonymous with useless, which in turn allows critical thinkers to write off entire ideas and belief structures. This then leads directly into fundamentalism because it allows a subsequent lack of consideration with regards to any belief that doesn’t fit into the current mindset. Attempting to change this direction requires  a complete cultural makeover and a conversion to a belief in sustainable rather than disposable.

http://www.usapr.org/paperpdfs/59.pdf (unfortunately not peer reviewed)

State sponsored slavery is long gone, but a void of sustainable culture is producing a generation enslaved to consumerist policy. Akin to any kind of parasite, these cultural addicts (myself included) define their own existence through the easy fix of consumerist cultural supplements instead of through their actions and accountability to their community. Most people call it retail therapy, but if you doubt this theory, ask yourself: Have you ever felt good after buying something?

Retail Therapy

http://en.wikipedia.org/wiki/Retail_therapy

The Buying Impulse

http://www.psych.ualberta.ca/~msnyder/p486/read/files/R1987.pdf