The influence of affluence

“Have you ever dreamed of being rich?”
What can be bought for money?
“The never-ending thirst for more, and the dream of becoming someone else,” Liv Astrid Sverdrup, Director of exhibitions, wrote about Lauren Greenfield’s stunning exhibition “Generation Wealth” at the Nobel Peace Center in Oslo, which opened in February and will run until August.
Time magazine has described photojournalist Lauren Greenfield as “one of the most acclaimed chroniclers of youth culture and the affluent.”
Over the past 25 years, she has explored social trends that are linked to consumerism and materialism. The traditional American and western values have changed. There is a growing, obsessive, zealous pursuit of wealth, beauty, eternal youth, and fame.
This obsession started in California in the 1990 and it has become a global trend. The exhibit is a visual history of decadence in the USA, Dubai, Ireland, Moscow, Beijing, and Reykjavik. There are explicit photographs, documentary films, and interviews.
The viewer gets an insightful glimpse of interesting and/or controversial people and the exclusive social circles that are closed to others.
Martin Luther King, when he received the Nobel Peace Prize in 1964, remarked in his acceptance speech, “The beauty of genuine peace and brotherhood is more precious than diamonds, or silver or gold.” He struggled for a more equitable society in America and was a vocal opponent of materialism. It is one of the “giant triplets” along with racism and militarism.
Ms. Greenfield explained: “I hope that this work can be a wake-up call and help show our addiction to consumerism ultimately unsustainable for our environment, our communities, our economies and our families.
“In this work, I have examined the shift away from traditional virtues — modesty, thrift, social responsibility — toward a culture that admires bling, and self-indulgence.”
The photographer has been interested in the psychology behind the desire to acquire, to strive to “be other than who we are.” Thus, countries such as Russia and China now have people who also seek status through luxury brands. They have rejected the communist ideology that attempted to erase class distinctions.
She stated, “What I learned …is that chasing wealth is ultimately unsatisfying.” In her extensive interviews, her subjects were candid.
“It is an addiction like any other,” according to Wall Street trader Sam Polk.
The fugitive financier Florian Homm discovered the meaning of life after losing everything. A former spendthrift woman “Kathy” became homeless but realized that found and experienced peace by living by the sea.
Iceland’s citizens experienced real social change after they had the largest banking collapse in economic history.
Ms. Greenfield’s film The Queen of Versailles showed the time-share mogul David Siegel (who tried to build the biggest house in the USA). He admitted that he regretted trying to pursue his grand ambition though frantic borrowing. He said, that it was “a vicious cycle… and No one is without guilt.”
“Celebrity culture creates fictitious personalities,” Chris Hedges, author of “Empire of Illusion,” commented. His essay was featured in the exhibition with photos of famous rock stars.
Presentation is more important than who you are on the inside. Con artists can succeed if they present well. The reward is fame and money. The fake values have infected all aspects of society.
“There are entire industries — fitness instructors, plastic surgeons — designed to turn us into …fantasies of celebrities. They prey on our anxiety: this need to become something we’re not,” he added. “Human beings become commodities.”
Everyday we are receiving messages that we can have a fictitious lifestyle. We are told that we can replicate the lifestyle of the elite. What is sad is that many people spend the rest of their lives trying to pay for it.
“You believe the propaganda — that you can join the club. You can’t. This is the lie that bombards people and fuels a sense of inadequacy,” Mr. Hedges warned.
“We worship narcissistic monsters. The drive to become a celebrity is at the core a drive to become immortal…. seeking an unattainable perfection. You’re seeking essentially to become a god.”
Ms. Greenfield considers celebrities as the face of “consumer society’s holy grail: a life of limitless material possibility” and maximum public exposure.
She reminds us that the most extreme “iteration of celebrity: being famous for being famous.”
She describes how stars are made by birthright, production. Through expert publicity, the stars are packaged and sold. The star product is strategically aimed at those who seek meaning in the looks and lifestyles of the famous. Even when these stars fall, they continue to fascinate people.
Image is so important. Photography plays a major role in the commodification of the famous, everything hinges on image, for example, the art-directed film set and well composed “selfie.” Personal brands are made on camera.
She focuses on reality entertainment and the Internet, the attraction of overnight fame and fortune. The public can imagine themselves as rich and famous, in the future. So they study those who have arrived, and aspire to fulfill the fantasy.
“The cult of celebrity bridges the ordinary and privileged lives.”
The adoring fans identify with their tabloid idols. Therein lies the illusion of an intimate connection.
Ms. Greenfield started to photograph and interview her subjects in 1992 using a signature method that combines the study and practice of anthropology and journalism. She expanded on the themes in her first book and exhibition “Fast Forward/I shop Therefore I am.” It showed diverse kids from South LA, California, who felt pressured “to live large and look rich.” These images populated her life’s work as shown in “Generation Wealth.”
Branded commercial interests seduce customers from cradle to grave and extended their influence to the global market. Ms. Greenfield captured this influence visually with emphasis on the distraction of artifice and the psychology of desire.
She exposed the dark side of celebrity and materialism. Her descriptions and captions were brief, sharp and precise.
In her exhibit, extensive panels with hundred of huge photographs were overwhelming. One panel showed young working women who were undergoing various stages of cosmetic surgery. Other panels showed high style fashion — celebrities and models wearing designer gowns, handsome actors driving fast sports cars, fabulous mansions and the celebrities who lived in them. There were little beauty queens who were all dolled up and packaged to become stars who would sell their look-alike dolls and merchandise. It was surreal, incredible.
There was one photograph (2014) of a former first lady taken in her family home that had been sequestered by the State. It showed all her numerous bank accounts and the documents spread on a big table. In the 1990 trial, the US accused her and her late husband of “stealing $200 million from their country’s citizens and invested it in jewels, art and Manhattan property. She was acquitted.”
The entire exhibition is meant to be both a self-reflection and a debate about what values are important to individuals and society. It is thought provoking as we are asked which values do we cherish and should pass to the next generation.
 
Maria Victoria Rufino is an artist, writer and businesswoman. She is president and executive producer of Maverick Productions.
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