
The Affluent Society is a witty, graceful and devastating attack on some of our most cherished economic myths. As relevant today as when it was first published over forty years ago, this newly updated edition of Galbraith's classic text on the 'economics of abundance', lays bare the hazards of individual and social complacency about economic inequality. Why worship work and productivity if many of the goods we produce are superfluous - artificial 'needs' created by high-pressure advertising? Why begrudge expenditure on vital public works while ignoring waste and extravagance in the private sector of the economy? Classical economics was born in a harsh world of mass poverty, and has left us with a set of preconceptions ill-adapted to the realities of our own richer age. And so, too often, 'the bland lead the bland'. Our unfamiliar problems need a new approach, and the reception given to this famous book has shown the value of its fresh, lively ideas. 'A compelling challenge to conventional thought' The New York Times 'He shows himself a truly sensitive and civilized man, whose ideas are grounded in the common culture of the two continents, and may serve as a link between them; his book is of foremost importance for them both' The Times Literary Supplement John Kenneth Galbraith (1908-2006) was a Canadian-American economist. A Keynesian and an institutionalist, Galbraith was a leading proponent of 20th-century American liberalism and progressivism.
The argument is simple: when important productivity improvements take place, say the invention of a new way of baking bread, they don't need advertising to gain mass use. Their benefits are so obvious that they don't need to be sold. Demand doesn't have to be created, because demand comes from human existence.
The existence of advertising, in contrast, shows that the thing being advertised probably isn't that important. Indeed, the item is so trivial as to require advertising to create demand for it. This then leads us to wonder what benefit is being served by both creating this product and the demand for it; Galbraith argues that we've essentially fetishized economic growth at all costs (a holdover, in his view, from the early days of econ which was concerned with our metaphorical bread making instead of our metaphorical advertised widget making). He then attacks planned obsolescence as the dumbest outcrop of this process, because now we're purposefully wasting materials on things which we hope to replace in the near future for no reason other than to keep making the things, things which we don't need anyway - as evidenced by the fact that they're advertised.
Anyway I think this fits in perfectly with the whole influencer economy phenomenon, because that's literally all they do. Their raison d'etre is to generate demand for items nobody needs or even previously knew about.
Oh? What ideological indoctrination does it provide?
> In it, he argues that, at the time of writing (late 50s), the industrialized West has largely solved what had previously been the main preoccupation of economics - improved standard of living. As evidence, Galbraith points to advertising.
Oh right, taking the stated goals of an established field which has been central in the shaping of modern nation states at face value—its advertising.
It’s not social science but I find the narrative of The Century of the Self to be convincing. It makes a lot more sense to sell things by way of manipulation than it does by just stating facts.
But then you ask, why manipulate instead of just selling things that people more or less organically want? Because the economy has to grow. Into infinity. Is this a controversial point to make? And further, what is the current iteration of capitalism called? Consumer capitalism. It is not merely a culture of consumption since the system itself is built on consumption.
Galbraith's get it https://en.wikipedia.org/wiki/The_Affluent_Society
I'll stand by my earlier comment: read the classic economists themselves, directly, if at all possible. Smith, Malthus, Ricardo, Marx, Mill (both John Stuart and David), Carlisle, Toynbee, Marshall.
You don't need to read all of them or the works in full, but each of these addresses at least in some depth and detail the question of goods and their pricing behaviours, in ways that are not generally addressed today.
There are overviews and histories of economic thought and its development which should be useful. I've read Heilbroner (The Worldly Philosophers) and Backhouse (The Ordinary Business of Life), both of which provide a broad overview. Ha-Joon Chang has Economics: The User's Guide, which is a pretty good overview of various schools of thought.
I'm particularly impressed currently by Steve Keen, whose most recent book is Debunking Economics. He's been developing his ideas at a rapid pace and to an extent has overrun what's in the book. He's good to watch though.
John Kenneth Galbraith tends generally to discuss economics more-or-less in the terms I've been mentioning here, with The Affluent Society and Age of Uncertainty probably being good starting points.
I'm not much impressed by and generally strongly discount most Libertarian thinking, though if you'd like a sense of what I consider to be bad/poor economic theory, Howard Hazlitt's Economics in One Lesson and Murray Rothbard's Libertarian Manifesto might be considerations.
Hope that helps.
Schumpeter - History of economic analysis
Adam Smith - Theory of Moral Sentiments
Kaynes - The General Theory of Employment, Interest and Money
Marx - Capital
Benjamin Graham - The Intelligent Investor
Galbraith - The Affluent Society
Galbraith - The Great Crash
Milton Friedman - Capitalism and Freedom
Nassim Taleb - Black Swan
Ron Suskind - Confidence Men
Scott Patterson - Dark Pools
If you want to delve into heterodox economics afterward, start with the following:
Hayek - Individualism and Economic Order
Mises - Human Action
Rothbard - Man, Economy, State