“The Treadmill of Consumption” by Thomas Frank

James A. Roberts says: "As long as consumers try to demonstrate social power through conspicuous consumption, it is necessary to issue a clear statement that power will continue to rise (Roberts 124), and the number of individuals will be compared with recent social statistics This number represents "successful" in a world that does not understand moral values.

James A. Roberts is catching up with Jones, "pursuit of materialism is a competitor, a process of comparison, and therefore expression." Today, 24 hours, 365 days of media are reporting on the lifestyle of rich people and celebrities. Our competition no longer limits our neighbors. "(Robert 125), it is not enough to compare yourself with people around you, but now everyone is more likely to compete with people than us, the most important is media, unnecessary clothes and I need to clean expensive people around, but I do not know what factors are driven by getting the latest projects and new versions.

When people buy their identity, the bar always rises. Even though research shows that this purchase does not bring happiness, position-driven consumers will never have enough things. This is called "consumer treadmill". As Roberts said, this treadmill is "a process that achieves substantial progress without real satisfaction." He said that as with drug addicts more and more "dose" glossy objects are needed to obtain the same "high dose". However, "By increasing our wealth we are not getting closer to happiness, but just the speed of the treadmill will just rise."

In this paper, to complement the theory of treadmill production and further clarify, we propose the position economy of consumption. It is important to criticize the ideology of the cultural industry (Adorno and Horkheimer 1979) and more general consumerism (Bauman 2007; Schor 1998; Smart 2010), but modern unsustainable levels of consumption are simply It is not a misunderstanding concerning the interests of individual consumers. It is a product. With respect to the right of exchange, there are powerful factors in every aspect of life, social unexpected circumstances of product validity, and defensive consumer demand, more (and more expensive) goods for personal consumption It is locking in. Treadmill to earn revenue and wealth necessary for upgrade