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CONSUMERIST CULTURE - Class 10 1st Language English Textbook Solutions



I. About the Author

Dr. Cheriyan  Alexander served as  Associate Professor of  English  and  HOD  of  the  Dept  of  English  at  St. Joseph's College from 1982 to 2018. Born in 1958, Dr. Alexander has had most of his education in Bangalore. He graduated from St. Joseph's College with a B. Sc in 1979 and went on to CMC, Vellore, where he did a PG Diploma in Medical Microbiology. Then, he shifted his academic field completely and joined MA in English at Bangalore  University  in  1980.  After  graduating,  he joined  St.  Joseph's  College  as  a  Lecturer  in  1982.  He taught there for 36 years and is still associated with the college  in  an  advisory  capacity.  In  1988,  he  earned  a distinction  for  his  M.  Phil,  which  he  did  at  Bangalore University  as  an  FIP  scholar.  His  dissertation  was  on the  American  novelist  Saul  Bellow.  In  1998,  he obtained  his  Ph.  D  from  Bangalore  University.  His doctoral  work  was  on  Post-War  Eastern  European literature, particularly the effect of totalitarian political regimes  on  the  region's  literature.  Dr.  Alexander  has written  on  issues  of  literature,  culture  and  the  arts  for newspapers and magazines.  

 IV. Question and Answers

1. The writer  refers to the catchy phrase, "shop till you drop" in an advertisement.   
a. What is the meaning intended by the advertisers?
Ans:  -
  The  meaning  of  this  advertisement  is  that  the consumers should shop till they got tired.   

b. Why does the writer call this apt and ironic?  
-  Because  the  media  drives  mania  of  mindless consumption that characterizes our lines in the modern age.   

c. Which word shows that the writer is condemning consumerism?  
Ans:  -
  The  word  'posh'  shows  that  the  writer  is condemning consumerism.  

2.  In  the  very  first  paragraph,  the  writer  makes  it clear that  
a. he supports shopping and shopping malls.  
b. he is very critical of them.  
- b) he is very critical of them.  

3.  The  writer  puts  Pepsi,  Coca  Cola  and  other 'artificially  colored,  flavored  and  sweetened  water' under  absolutely  unessential  to  human  health  and happiness.   
a. Do you agree with his view?  
Ans: -

b.  List  any  five  such  articles/gadgets/  food  items which  your  family  has  been  using  at  home  and which  are  not  absolutely  essential  for  your  health and happiness.  
Ans:  -  Tin  food,  junk  food,  burger,  ice-cream,  bakery products  which  we  use  at  home  are  not  absolutely essential for health and happiness.  

4.  What  is  the  success  story  of  Pepsi  and  Coca- Cola?  
Ans:  - 
Pepsi  and  Coca-cola  are  sold  in  the  remotest corner of the world.   

5.  The  second  paragraph  ends  with  "a  seemingly never-ending  list".  What  'list'  is  the  writer  talking about?  
Ans:  -
  In  the  second  paragraph,  the  writer  is  talking about the necessary goods.  

6. a. What phrase does the writer use in paragraph 3 to refer to the advertisement?  
Ans: -
Equally unprecedented  in the world's history  is the  size  of  the  machinery  of  persuasion  that  has  been set up in order to generate demand for this profusion.  

b. What does an advertisement aim to do?  
Ans:  -
  The  aim  of  the  advertisement  is  to  make money.   

7.  In  the  writer's  opinion,  shopping  has  become (complete the sentence)  
- more than a need.   

8. What thrills the present-day Indian shoppers?  
Ans: -
Choice thrills the present-day Indian shoppers.  

9.  What  was  the  'dream  come  true'  for  the  US returned Indian?  
Ans:  - 
The  US  returned  Indian  dreamt  that  even  we should  have  more  than  83  different  flavors  of  ice- cream to choose from, like in America.   

10. In the sentence, "And they take to it like ducks to water" (paragraph 5)   
a. Who do 'they' refer to?  
Ans: -
Upper-middle-class people.

b. What does 'it' refer to?  
Ans: -
'if refers to the new market. '  

c. What does 'like ducks to water' mean?  
Ans:  -
  'like  a  duck  to  water'  means  that  they  have  a natural talent of marketing strategies.  

11.  Does  the  writer  approve  of  the  attitude  of  the Indians spoken of in paragraph 5?  
Ans: -

12.  a.  What  is  the  'deep  irony'  referred  to  in paragraph 6?  
Ans:  - 
The  deep  irony  is  while  pockets  of  private prosperity  are  growing,  there  is  an  inexorable impoverishment  of  the  resources  that  belong  to  the public realm.   

b.  Substantiate  your  answer  with  anyone  example from the paragraph.  
Ans: - Consumers might have a wide variety of cars to choose from but the roads are in a bad state.   

13. a. What is the trend referred to in paragraph 6
-  The  trend  is  to  push  even  the  most  essential services  into  the  private  realm  so  that  some  company or others can make a profit on them?  

b. Who does the trend benefit?  
- The private realm.   

c. What is the impact of the trend on the poor?  
Ans:  - 
The  poor  are  being  pushed  into  becoming consumers  of  increasingly  expensive  goods  and utilities.  

14.  a.  What  are  the  advertisers  and  marketing professionals working hard at?  
- Working hard to see that even people live at the subsistence  level  in remote rural pockets are lured and entranced  into  becoming  passive  consumers  of everything from cola drinks to shampoos.  

b. How will it affect our villagers?  
Ans: -
All they see is a vast rural market waiting to be opened up for commercial exploitation.   

c.  What  impact  will  it  have  on  our  environment?
Ans:  - 
The  increasing  presence  of  plastic  garbage  in our rural areas is a clear warning signal. 4   

15. a. What kind of vision do the enthusiasts of the free market economy have for India?  
- Enthusiastic of this mission of development are dreaming of a day when all of India will  look  like the limited states.

b. Do you like India to become another U.S? Why? /Why not?  
-  No,  because  the  final  confirmation  of  our reaching  the  promised  land  will  Come  on  the  day  the sheer tonnage of the garbage we throw out-matches the level of the almighty dollar.   

c.  What  negative  impact  will  the  free  market economy have on our country?  
Ans: -
The day will come to face the sheer tonnage of the garbage we throw out.   

16.  Why  does  the  writer  say  that  the  model  of development based on consumerism is suicidal?  
Ans: -
The price paid  in ecological terms will  make  it the  most  suicidal  enterprise  the  human  race  has  ever embarked upon.  

17. What according to the writer is the only way to restore sanity?  
Ans:  - 
The  only  way  to  restore  sanity  is  for  local communities,  co-operatives,  civil  societies  and democratic  governments  everywhere  to  take  back  the autonomy  and  initiative  for  their  own  development which  they  recently  traded  away  to  the  giant  global business corporation.  

18.  As  one  of  the  remedies  to  the  mess  we  have created,  the  writer  suggests  a  re-awakening.  What does he want to reawaken?  
Ans:  -
  There  is  now  a  great  need  to  re-awaken  the numerous enabling spiritualities and wisdom traditions of the various people of the world.   

19. Go back to the advertiser's catchy phrase, 'Shop till you drop' in the first paragraph.   
a.  What  was  the  intended  meaning  of  the advertisers?  
Ans:  - 
Consumers'  tendency  is  to  shop  till  they  get exhausted or tired.   

b. How does the writer interpret its meaning in the last paragraph?  
-  Consumers  have  a  right  to  the  basic  material requirements  for  a  life  of  dignity.  One  should  turn  to the commodities which is very much. required to make their life simple and meaningful.   

c.  Now  explain  why  the  writer  calls  this  apt  and ironic.  
Ans: -
The writer says this never-ending shopping will buy only superfluous things that destroy ones'  

20. Do you like this article? Why? Why not?  
Ans:  - 
Yes,  it  gives  awareness  to  the  consumers  to race  the  mother  earth,  restoring  the  sanity,  all  human beings have right to the basic material requirements for a life of dignity. It is necessary to say "enough" to the merely  material  then  life  to  be  truly  meaningful  and sustainable.     
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