Does

consumerism
accelarate
neo-colonialism
in the 3 world?
rd
 GROUP MEMBER
ME-2nd year (group-A)

Name Class roll no. University roll No.

Amritendu Bag 06 17600713005
Chandrakanta Bhar 15 17600713014
Debarpan Bagchi 16 17600713015
Joydeep Chandra Kar 19 17600713018
Mitun Kr. Das 30 17600713029
Partha Pratim Poria 33 17600713032
 INDEX
 INTRODUCTION
 NEOCOLONIALISM: RETAINING THE OLD CONTROL.
 TWEETS, BY THE GREATS.
 CONSUMERISM : THE NEW MINDSET OF THE NEW GEN.
 WHAT THE CONCEPT SAYS.
 BIRTH OF THE ANCIENT CONSUMERISM.
 SILK ROUTE.
 WESTERN COUNTRIES : MOTHER OF THE MODERN
CONSUMERISM.
 WHY HAVE THE OLD MODEL?.. THE NEW ONE IS MORE
EFFICIENT.
 THE JAW DROPPING PUNCH LINES AND DEADLY AD-POLICIES.
 RISE OF THE MIDDLE CLASS.
 WESTERNIZED WIND.
 CONSUMERISM: MAY BE A BOON.
 CONSUMERISM: MAY BE A CURSE.
 JUST BE AGGRESSIVE..AND GRAB THE MARKET
 DOES CONSUMERISM ACCELERATE NEOCOLONIALISM IN THE
3RD WORLD ?
 CONCLUSION AND OUR VIEWS.
 BIBLIOGRAPHY
 Introduction
Today consumerism and neo-colonialism both are
very common in our use. But we have tried to
sort out, if any link belongs in between them or
not.
consumerism is a never ending needs of
commodities .Does it accelerates neo-
colonialism? The answer is yes,it does. We have
tried our best to explain how it accelerates it. To
know how the two words are linked together you
have to go through the presentation.
 NEOCOLONIALISM:
Retaining the old control…
 The involvement of powerful countries in the
affairs of less powerful countries is termed as
neocolonialism in the late 20th century.
 The word was widely used right
after the decolonization of the
african countries after World
War 2.
 Kwame Nkrumah, the first President of
independent Ghana was the first man to use
this word in 1965 in his book ‘THE LAST STAGE
OF IMPERIALISM’.
Tweets, by the Greats
“ As long as imperialism exists it
will, by definition, exert its
domination over other countries.
Today that domination is called
neo-colonialism."
Che Guevara, 1965
 “The worst thing that
colonialism did was to cloud
our view of our past.”
Barack Obama , 2010
 Consumerism is an economic theory which
states that a progressively greater level of
consumption is beneficial to the consumers.

Happiness Consumerism
 And the picture says it all…
 What the concept says..
 Consumerism

◦ Consumerism is a social economic order that

encourages the purchase of goods and services
in ever greater amounts.

◦ A consumerist society is one in which people devote a

great deal of time, energy, resources and thought to
“consuming”.

◦ The general view of life in a consumerist

society is consumption is good, and more
consumption is even better.
• History of consumerism has weak links with Western
world.
•It started in Ancient Egypt, Babylon, Rome , India and
china.
• People used to purchase goods and consuming materials
in excess of their basic needs is as old as the first
civilizations.
 Silk route
 The Silk Road, is a series of
routes that were spread in
the West and Mid-East. by
linking China and India to
the Mediterranean Sea.
 Extending 4,000 miles (6,437
kilometres), the Silk Road
derives
 Silk route was a significant
factor for the development of
india and china because it was
the main gateway of exporting
goods and business.
 Social and religious idea was
also exchanged through the silk
route.
 Consumerism has strong links with the Western
world, but it is an international phenomenon.
 People consuming materials in excess of their basic
needs is as old as the first civilizations (see Ancient
Egypt, Babylon and Ancient Rome, for example).
 In modern age the great turn in consumerism
arrived with the Industrial Revolution.
 For the first time in history, products were available
in outstanding quantities, at outstandingly low
prices and virtually available to everyone.
 And correspondingly great change arrived in the
business strategies and ad-media world.
 Why have the old model? The new one
is more efficient.
A mentality evolved with consumerism to grab the latest
things in market and it leaves a mark..
 Merits: A market with great demand
was established that encouraged the production and
increased the revenues of the companies to a high level.
Demerits: As this consumerism is growing in
people’s mind, social layers are developed rapidly and
the idea of social equilibrium almost extinguished.
The Jaw dropping punchlines
and deadly ad-policies
 “Buy now pay later” –this concept was first
established by the General Motors Acceptance
Corporation (GMAC) in 1919 and started giving loans to
people who bought cars.
 Product promotion by a well
renowned person was a new
concept in the early period
of 19th century.
 In the pic: R.N Tagore was
endorsing a health drink.
 In the late 80s people of a distinct economical
class were born.
 This people have limited regular earning but a
high rate of consuming.
 Especially in the eastern countries like India and
china have a fast growing middle class.
 That’s why a vast economical market is being
developed in this countries.
 The MNCs are aiming to capture this market to
enhance its revenue and falling in tough
competition with each other.
Westernized wind: hits the
east
 The rise of the middle class had already set
the stage for consumerism in the eastern
countries in the late 80s.
 Severel small companies made a growth
using this regular growing demand and
supported the country’s economical
backbone.
 Aiming the demand the MNCs headed to
the 3rd world countries to capture the
market. Open market concept helped them.
Consumerism: May be a boon
 The rising demand opened the gate of heavy
industrialization in the country like china.
 This year China expecting to account for 13% of global
car sales which would make China the world’s largest
vehicle market.
 Five years ago General Motors sold 10 cars in the US
for every one car in china but now the ratio is almost
1:1.
 In India foreign money was invested in industry after the
declaration of open economical market which led to
several infrastructural development.
 Last year Nokia, the largest cell phone maker in the
world, had net sales of USD8.2 billion in China, more
than three times its US revenues.
Consumerism : may be a curse
 To grab a demanding market the companies
are falling into a tough competition.
 The western MNCs are surviving most of the
time due to their large capital and well
developed infrastructure.
 The regional companies are
falling really short in this
competition.
The native industries are often facing lockout,
lack of production, sudden fall of stock etc.
JUST BE AGGRESSIVE.. AND GRAB THE
MARKET
 Due to the MNCs aggressive market policies, the
native industries are drowning today.
 The US MNCs are

increasing their
investment in Indian
market to hold their
position.
 This is nothing but a

path of neo colonialism.

 The aggressive policies clearly maintaining
dominance over the economy of the 3rd world
countries.
 In the free market economy government cant set
the subsidized product price, so the foreign
companies can have a healthy profit from these
countries.
 The above points clearly showing the
neocolonialism implemented in a very smart
way!
Conclusion and our views
 Having our own research we came to a
conclusion that the powerful countries have
arranged the total system in such a way that
they will keep a hold on the economical or
political market of the 3rd world countries.
 Our suggestion regarding this problem is,
government can create laws to prevent the
aggressive and rigid market policies of the
powerful foreign countries and government
should also invest for fast infrastructural growth.
 Bibliography

In order to prepare this presentation, the

following websites and books had been a great help
for us :
 www.wikipedia.org
 www.nytimes.com
 blogs.consumerawakening.com
 THE EMERGING MIDDLE CLASSIN
DEVELOPING
COUNTRIES - Homi Kharas
 ACKNOWLEDGEMENT
We would like to pay our vote of thanks to our Principal
Dr. Nemailal Tarafdar for giving us the platform for this
presentaton. We would like to thank all the teachers
present over here, especially Ms. Tamoghna Dutta for
the guidance and support to us. Lastly , we are thankful
to our friends present over here for their patience and
co-operation.
THANK YOU