Model Answer
0 min readIntroduction
Walt Rostow’s ‘Stages of Economic Growth: A Non-Communist Manifesto’ (1960) proposes a five-stage model of economic development. The ‘Age of Mass Consumption’ represents the fifth and final stage, signifying a point where a society has achieved significant economic prosperity and a substantial portion of the population enjoys a high standard of living. This stage is characterized by a shift in economic priorities from heavy industry and capital accumulation to consumer goods and services, driven by rising disposable incomes and increased access to durable consumer goods.
Characteristics of the Age of Mass Consumption
The ‘Age of Mass Consumption’ is distinguished by several key features:
- Dominance of Tertiary Sector: The service sector (tertiary sector) becomes the dominant part of the economy, employing a large percentage of the workforce.
- High Disposable Income: A significant proportion of the population possesses substantial disposable income, allowing for widespread consumption of non-essential goods and services.
- Mass Production of Consumer Durables: Industries focused on producing consumer durables – automobiles, appliances, electronics – flourish. Marketing and planned obsolescence become important features.
- Increased Welfare Spending: Governments invest heavily in social welfare programs, including healthcare, education, and social security, further enhancing the quality of life.
- Urbanization & Suburbanization: Continued urbanization, coupled with the rise of suburban living, drives demand for housing, transportation, and related services.
- Political Stability & Democratic Values: Rostow associated this stage with stable democratic political systems that support consumerism and individual freedoms.
Differentiating from Previous Stages
Unlike the ‘Drive to Maturity’ stage, which focuses on diversifying the economy and investing in infrastructure, the ‘Age of Mass Consumption’ prioritizes fulfilling consumer demand. It differs from earlier stages – Traditional Society, Preconditions for Take-off, and Take-off – which are characterized by lower levels of production, limited technological advancement, and a predominantly agricultural economy.
Examples of Countries
The United States in the 1950s and 1960s is often cited as the archetypal example of a nation in the ‘Age of Mass Consumption’. Western European countries (e.g., the UK, France, Germany) and Japan also entered this stage in the latter half of the 20th century. Currently, countries like South Korea, Singapore, and Australia exhibit many characteristics of this stage, though their specific manifestations may differ.
Criticisms of the Model
Rostow’s model has faced criticism for its linear and deterministic nature. It assumes all countries will follow the same path to development, ignoring historical and cultural contexts. Furthermore, it has been accused of being Eurocentric and promoting a Western model of development. The model also doesn’t adequately address issues of inequality and environmental sustainability.
Conclusion
The ‘Age of Mass Consumption’ as envisioned by Rostow represents a stage of advanced economic development characterized by widespread affluence and a consumer-driven economy. While the model provides a useful framework for understanding economic growth, its limitations necessitate a nuanced approach to development planning, considering diverse contexts and prioritizing sustainable and equitable outcomes. The current global economic landscape, with its challenges of resource depletion and rising inequality, demands a re-evaluation of the assumptions underlying Rostow’s model.
Answer Length
This is a comprehensive model answer for learning purposes and may exceed the word limit. In the exam, always adhere to the prescribed word count.