Theory of The Leisure Class: Thorstein Veblen on Dogs

The Theory of The Leisure Class: Thorstein Veblen on Dogs

Born in Wisconsin to Norwegian immigrants Thorstein Bunde Veblen (1857 –  1929) was an American economist and sociologist, famous as a witty critic of capitalism. In The Theory of the Leisure Class, Veblen writes critically of the leisure class.  Here he  coined the term "conspicuous consumption." He used it to mean spending more on something than it is worth. Why? To impress others of social standing or power and prestige, real or artificial. Before meme as a term and concept was formulated, he was on to it, though he had no name for it. Veblen wrote that others in society, concerned about their own impression on people, strive to emulate the class that can flaunt its wealth, the leisure class. The result? A society turned toward acquisition of goods to promote the appearance of status. His theory of course is more detailed--so if you want more read the book--but that provides a brief introduction.

Thorstein Veblen

In the following excerpt, Veblen has a bit of cranky fun with canines, which allows a kind of metaphor for
some elements of his theories. The dog, according to Veblen, promotes economic competition as dictated by Leisure Class values. First, it helps the owner feel superior, like a top dog. It gives the owner a sense of the denigration of others by its threat to them. It serves as an emblem of conspicuous consumption. It is as useless as a lawn, both it and grass providing status precisely because they are inutile. It promotes the mythos of the Leisure Class by its predatory nature, suggesting survival of the fittest.

Veblen: " He is the filthiest of the domestic animals in his person and the nastiest in his habits. For this he makes up in a servile, fawning attitude towards his master, and a readiness to inflict damage and discomfort on all else. The dog, then, commends himself to our favour by affording play to our propensity for mastery, and as he is also an item of expense, and commonly serves no industrial purpose, he holds a well-assured place in men's regard as a thing of good repute. The dog is at the same time associated in our imaginations with the chase--a meritorious employment and an expression of the honourable predatory impulse."

Click The Theory of The Leisure Class. For memes read Mind Shadows Beyond Memes 4 March 2004 and Memes and Why Evolution Favored The Irrational Brain 26 February 2004.