extended editions, director's cuts, and limited editions

The consumer society highlighted in Zygment Bauman’s, “From the Work Ethic to the Aesthetic of Consumption,” the consumer is seen as having an endless capacity to consume. The time allowed for consumption is constantly forced smaller and smaller as they are constantly introduced to new and better temptations.

Instead of being exposed to only one of a certain product over a long period of time, the consumer has a constant supply of product upgrades and improvements that are forced upon them. Looking at just one product, the DVD, evidence of this is all too prevalent. Gone are the days where a movie was released in but one format, and with the same amount of discs and content. Today the consumers desire to consume is filled with an endless possibility of purchases. The standard release arrives first, followed by an extended cut, a 2-disc release, an unrated version, and then the director’s cut, and so on. Years later a Limited Edition version is pushed upon the consumer, and the box set, which is a “must have” for any true fan of the movie. In order to fill the gaps between the consumer’s purchases, more and more products are being produced in order to create a desire to consume that had never existed.

The jump from the previous producer society, to the consumer society of today is a direct result for the increased desire to constantly keep consuming.