Consumerism and the American Dream
How Communitarianism Offers a Better Path
I identify most with communitarianism. Communitarian cultures prioritize the collective good over individual desires, emphasizing harmony and cohesion within society. While Thought Co. states that "Communitarianism is often considered the opposite of liberalism," (Longley, 2020) modern liberalism, particularly in leftist communities, seeks a balance that allows for self-expression while addressing societal needs to exist peacefully. In contrast, individualist cultures hold self-reliance and personal success in high regard, even if it comes at the expense of the broader community.
In communitarian societies, individuals are considered integral parts of a larger social construct, expected to contribute to the community’s well-being through social, family, and civic responsibilities. Individualist cultures, however, place the highest value on individual rights—such as freedom of choice, speech, and action—even when these rights conflict with the common good. As described by both Thought Co. and the Foundation for Economic Education, classical liberalism embodies these principles, which became the foundation of "liberal democracies" in the free world.
“These individualistic principles became the pillars of the social institutions that now characterize what we call the “free world” (hence the term “liberal” democracies).” (Carroll & Sanchez, 2022)
While individualists believe society exists to support personal freedom and autonomy, communitarians believe in acting in ways that benefit the group. Communitarianism does not reject individual rights like freedom of speech and action. Still, it insists that these rights should not supersede the safety and well-being of the community.
In today’s American society, particularly in Black communities and in the broader cultural context, individualism dominates. This aligns with our focus on capitalism and the "American Dream." While Etzioni points out that tightly-knit communities can hinder individuality and creativity, we've moved beyond that. We now operate in a society where, unless something directly affects us, we often choose not to engage—even within our families. This has led to a culture that breeds widespread unhappiness. One critic notes, "...Our idea of happiness has been transformed to make us better consumers... these values have been co-opted and used to normalize a deeply unjust and undesirable situation." (Illing, 2018)
References
Carroll, P., & Sanchez, D. (2022, July 2). Individualism: A Deeply American Philosophy. FEE.org. Retrieved October 6, 2024, from https://fee.org/resources/individualism-a-deeply-american-philosophy/
Etzioni, A. (2002, May). "The Good Society" by Amitai Etzioni. Seattle University School of Law Digital Commons. Retrieved October 6, 2024, from https://digitalcommons.law.seattleu.edu/sjsj/vol1/iss1/7?utm_source=digitalcommons.law.seattleu.edu%2Fsjsj%2Fvol1%2Fiss1%2F7&utm_medium=PDF&utm_campaign=PDFCoverPages
Illing, S. (2018, September 4). A history of happiness explains why capitalism makes us feel empty inside. Vox. Retrieved October 6, 2024, from https://www.vox.com/science-and-health/2018/9/4/17759590/happiness-fantasy-capitalism-culture-carl-cederstrom
Longley, R. (2020, June 29). What Is Communitarianism? Definition and Main Theorists. ThoughtCo. Retrieved October 6, 2024, from https://www.thoughtco.com/communitarianism-definition-and-theories-5070063
















