Consumerism in Nagaland: Towards a Theoretical Exploration

Abstract

Consumerism essentially means the growing wants and needs of an individual for goods and services. The present contemporary society has become consumer-centric driven by ones actions and emotions in some way or the other and by ones identity as consumers. In the context of Naga Society, consumerism would denote the shift from Naga traditional agri-based society to a materialist modern one without much economic basis. An understanding of the new consumerist cultural trend in the socio-economic condition in Nagaland necessitates a look at the past traditional society based on the logic that the social values driving the present developments are products of a western ideology which to a large extend deviates from the old traditional values of the Nagas which exemplified simple- living and self-sufficiency. Contrastingly consumerism has been able to dominate and triumph in the present context based on principles which encourages individualism, freedom of choice and unceasing quest for materialist possessions, each of which are values professed in contemporary modern society. The globalization process has played a facilitating role in the consumption process. Materialistic obsession for modern lifestyle, i.e., acquiring fashionable clothing and luxury branded products etc., lead individuals to spend beyond their means, to seek happiness and seek identities through the accumulation of commodities. The present paper is an attempt to understand the current trend of consumerism in an erstwhile traditional Naga society by juxtaposing it against relevant theories.