Standardisation and Mass Consumerism
December 2nd 2007 12:33
One of the needs of the industrialising era was to produce in mass quantities. This together with the division of labour and standardisation was the key to high productivity, low costs and higher profits.
The producer just increased the number of standard parts made in a run to the highest required, therefore reducing the number of times machinery had to be re-adjusted. This, interlocked with division of labour ensured maximum productivity.
But there was another reason to adopt standardisation, which is revealed by Henry Ford in his book Today and Tomorrow: it was to ensure that parts sold by a dealer for his Ford T would fit perfectly in place and with no need to be machined. This universality of car and parts increased its perceived market value and was an innovation at the time.
Standardisation is only ugly when it dilutes us into a mass of anonym consumers all dressing the same Levy jeans, wearing the same Ray Ban sunnies, all smoking Camel cigarettes and so on.
Just the other day the US First Lady, when in a reception at the White House, realised that five other ladies guests were wearing the same dress she was, which she promptly changed. You want to shine; you don’t want to be watered down in a mass of consumers.
But wait: there is a current trend now showing up everywhere from computer software such as Microsoft Office to cars such as Morris Mini for customisation of requirements. That is, to make something standard and amorphous into something exciting that fits you – and you know you are unique.
The producer just increased the number of standard parts made in a run to the highest required, therefore reducing the number of times machinery had to be re-adjusted. This, interlocked with division of labour ensured maximum productivity.
But there was another reason to adopt standardisation, which is revealed by Henry Ford in his book Today and Tomorrow: it was to ensure that parts sold by a dealer for his Ford T would fit perfectly in place and with no need to be machined. This universality of car and parts increased its perceived market value and was an innovation at the time.
Standardisation is only ugly when it dilutes us into a mass of anonym consumers all dressing the same Levy jeans, wearing the same Ray Ban sunnies, all smoking Camel cigarettes and so on.
Just the other day the US First Lady, when in a reception at the White House, realised that five other ladies guests were wearing the same dress she was, which she promptly changed. You want to shine; you don’t want to be watered down in a mass of consumers.
But wait: there is a current trend now showing up everywhere from computer software such as Microsoft Office to cars such as Morris Mini for customisation of requirements. That is, to make something standard and amorphous into something exciting that fits you – and you know you are unique.
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