200
sustaInaBlE FashIon : a handBooK For Educators
part two: tIMElInE actIVIty^1
objective
For students to chart the rise of consumer society and
discuss key events in its development.
This activity was used in the second seminar, The Era of
Consumerism - of the 10 week course.
Method
Divide the students into groups of 5-8. On the wall or
floor draw a line marked at intervals with dates from
1600 to today. Write the titles of the key events shown
below in the development of consumer society on small
cards. Give each group some of the cards and ask them to
discuss the significance of each event and when they think
it may have happened. Ask each group in turn to place an
event on the timeline. You may also want to give out blank
cards so students can suggest other relevant events. As
students place events on the timeline, discuss the following
questions as a group:
- What is the event?
- Is the date correct?
- What was the significance of the event in relation to
the development of consumer society? - How does the event link to other events?
- How important is this event in the development of
consumer society?
outcomes
This activity creates a visual representation of diverse
historical events. It encourages debate and enables students
to see connections between events.
Events
Note: Give out cards with the names of the events to
students. The description and date is for use by the
educator in the discussion and should not be on the cards
given to students. For more background reading about
some of these events, please see: http://www.newint.org/
publications/no-nonsense-guides/globalization/.
The term ‘North’ refers to industrialised countries such as
the UK, Australia and USA. ‘South’ is used to refer to the
less developed countries such as Malawi and India.1600: East India Company Established
Notes for educators: Britain’s first commercial corporation
or ‘joint stock company’, which held a monopoly over
trade with India. Corporations, which are bound by law
in many countries to make profits for their shareholders,
have become the dominant global institutions in consumer
society.1619 - 1680: The Slave Trade in Africa
Notes for educators: Ships from Africa took slaves to
Caribbean ports. These ships then took sugar, indigo, raw
cotton and later coffee on to Europe. Fortunes were
accumulated in the USA and Europe as a result of this
trade, fortunes that could be spent on luxury
consumer goods.15 th – 19th Century: Colonisation in Africa and Asia
Notes for educators: As a result of colonisation, trading
patterns were established in which Southern countries
export raw materials to the North. This has contributed
to an un-level playing field in global trade. Colonial powers
transported primary commodities, such as cocoa beans, to
the North for domestic manufacture, where value is added
to the commodity. This pattern persists today, which means
that some Southern countries have not been able to
develop their manufacturing base and benefit from trading
the more profitable manufactured goods.Late 17th – Early 18th Century:
Industrial revolution in Britain
Notes for educators: The mechanisation of production
led to the mass manufacture of consumer goods. New
industries provided employment and wealth – leading to
an expansion in the number of people who could afford to
buy consumer goods.1841: First Advertising Agency
Notes for educators: This agency was established by Volney
Palmer in Boston. Advertising is designed to increase
demand for products and services and is an essential
feature of consumer society.(^1) This activity has been adapted from training materials produced by Voluntary Services
overseas (VSo).