In Slade's novel "Made to Break" (Chapters 4-6), he discusses some of the most important products of the twentieth century and how they have been made to become obsolete for American consumers. The radio was one of the many technological advancements in American society that forwarded society's communication with one another. At first, there was an on-going battle between the FM radio broadbands, which was started by Armstrong and RCA televisions (developed by Sarnoff). They fought legally over rights and there were speculations as well as accusations as to which form of communication would become obsolete first. During the post-war era, Sarnoff thought he could sweep the radio-listening generation up with the invention of the television, making radio obsolete to the American public. Although radios became less popular after the war (because the TV was picture and sound combined), they ultimately remained on the nightstands and counters of American households regardless of the television's visual and auditory achievement. The development and manufacturing of these products were ultimately done so that Americans would constantly upgrade there electronics and continue to buy new radios and TV's. "By the 1950's, product life spans were no longer left to chance but were created by plan, and it is at this moment (from about 1957 on) that the phrase planned obsolescence aquired the additional meaning of 'death dating'," (Slade 113).
Slade goes on to discuss the importance of synthetic silk within chapter five. "Even before it had a name, nylon made two natural fibers obsolete: hog's hair and silk," (115). Nylon became the ultimate material for stockings which were worn by millions of women once they had been developed. Nylon was the fabric of the future once the chemistry of its fibers had been mastered. Not only did our silk trade with Japan become obsolete, but our fashion industry was highly motivated by the production of nylon. "It is the story of a symbolic contest between two cultures fighting for economic dominance," (128). Therefore, it is clear that such a huge development (and ultimately such a small product itself) can make such a large impact on our society socially and politically. Slade's book also discusses the obsolescence of man in a philisophical way by the invention, creation and usage of the atomic bomb. Although nuclear tests and bomb dropping did not inevitably cause the obsolescence of mankind, it did raise a flag for many politicians that nuclear proliferation and weapons of mass destruction are in fact real and ready to be used against enemies of our country.
Furthermore, Slade discusses the Cadillac tailfins that were in and out of the market quicker than expected. He also discusses the study called The Waste Makers, which focused on planned obsolescence in contemporary America. They distinctly categorize obsolescence in three different meanings: Obsolescence of function, quality and desirability. This sums up all of the meanings of the way in which "planned" obsolescence exists in the manufacturing of products. Ultimately, products become obsolete based on the functionality (that is, if a new product functions better than the old, the newer product will obviously be bought). They also become obsolete based on their quality. That is, if a product gets old, wears out or does not work anymore, there is usually another product lined up to take its place that has better quality for a higher price. In the obsolescence of desirability, it is ultimately based on the minds of consumers that "a newer product means a better product." We have a desire to buy newer things because of style and appearance.
I focused on this part in Slade's book the most because I think it is important to understand the business aspect of planned obsolescence within American consumerism. It's all about making more money. I myself am a victim (as we all are) to this planned obsolescence. We automatically assume that a better-looking product will be better functioning and a better quality. Though it is not always the case, it is usually true. Manufacturers have been doing this on purpose because they know that Americans have to have to best of everything in order to keep up with the Jones. They know that Americans will spend thousands and thousands of hard-earned dollars on the simplest things in order to have the newest, coolest, high-tech gadgets and products in their lives. It is why we shop for new clothes, new cars, new appliances, new furniture and new electronics. Planned obsolescence is at its all-time highest in my opinion, especially with new technologies and the fast-paced development of products of all kinds. We are distributing more waste to the landfills than ever before. After reading these chapters, it was interesting to realize how much waste and how many products were thrown away due to obsolescence.What is even more interesting is that technological obsolescence is happening moreso than ever before. The number of products (electronics specifically) that will go to waste in the next few decades will be staggering.
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