Consumer Culture – Primary Source document
Theory of the Leisure Class
University of Chicago – 1899
During the earlier stages of economic development, consumption of goods without stint, especially consumption of the better grades of goods – ideally all consumption in excess of the subsistence minimum — pertains normally to the leisure class. This restriction tends to disappear, at least formally, after the later peaceable stage has been reached, with private ownership of goods and an industrial system based on wage labour or on the petty household economy. But during the earlier quasi-peaceable stage, when so many of the traditions through which the institution of a leisure class has affected the economic life of later times were taking form and consistency, this principle has had the force of a conventional law. It has served as the norm to which consumption has tended to conform, and any appreciable departure from it is to be regarded as an aberrant form, sure to be eliminated sooner or later in the further course of development.
Conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure. As wealth accumulates on his hands, his own unaided effort will not avail to sufficiently put his opulence in evidence by this method. The aid of friends and competitors is therefore brought in by resorting to the giving of valuable presents and expensive feasts and entertainments.
As wealth accumulates, the leisure class develops further in function and structure, and there arises a differentiation within the class. There is a more or less elaborate system of rank and grades. This differentiation is furthered by the inheritance of wealth and the consequent inheritance of gentility. With the inheritance of gentility goes the inheritance of obligatory leisure.
In the higher grades of society a large volume of both these kinds of service is required; and here the wife is of course still assisted in the work by a more or less numerous corps of menials. But as we descend the social scale, the point is presently reached where the duties of vicarious leisure and consumption devolve upon the wife alone.
And here becomes a curious inversion. It is a fact of common observation that in this lower middle class there is no pretense of leisure on the part of the head of household. Through force of circumstances it has fallen into disuse. But the middle-class wife still carries on the business of vicarious leisure, for the good name of the household and its master. It is by no means an uncommon spectacle to find a man applying himself to work with the utmost assiduity, in order that his wife may in due form render for him that degree of vicarious leisure which the common sense of the time demands.
The leisure rendered by the wide in such cases is, of course, not a simple manifestation of idleness or indolence. It almost invariable occurs disguised under some form of work or household duties or social amenities which prove on analysis to serve little or no ulterior end beyond showing that she does not and need not occupy herself with anything that is gainful or that is of substantial use.
This vicarious consumption practiced by the household of the middle and lower classes can not be counted as a direct expression of the leisure-class scheme of life, since the household of this pecuniary grade does not belong within the leisure class. The leisure class stands at the head of the social structure in point of reputability; and its manner of life and its standards of worth therefore afford the norm of reputability for the community. The result is that the members of each stratum accept as their ideal of decency the scheme of life in vogue in the next higher stratum, and bend their energies to that ideal. On pain of forfeiting their good name and their self-respect in case of failure, the must conform to the accepted code, at least in appearance.
Primary Source excerpt and adaptation via:
Thorstein Veblen, The Theory of the Leisure Class (NY: Macmillan, 1899) http://books.google.com/books?id=2kAoAAAAYAAJ&printsec=frontcover, pages 73-84.