I used to be whatever the opposite of materialistic is. I would never buy things I didn’t “need” and I considered everything but food and basic clothes an extravagant luxury. Incidentally, at the time, I was also a poor student and had no choice but to adopt this lifestyle whether I chose it or not. For the majority of my student life, I had also made this choice. Once I started on a rural medicine rotation, this began to change.
I guess it was back in 2007 when I first consciously noticed the change in me. I was in Gladstone at the time, which is hardly a rural town, but still a small enough place to lack the “variety” and “choice” we have become so accustomed to. In your average city, and in your average suburb really, you have, for example, a store that sells books (many different types of books). But you don’t have just one bookstore, you might have 2 or 3 or 4, etc. bookstores that sell the same books, at usually similar prices. In your average rural/regional town, maybe there is only one bookstore with a sample selection of books. They don’t have the big multi-level bookstore, let alone two. But the town survives; the people eat, drink, and live.
Now, when I was in Gladstone, all I could think about was finding a bookstore so I could read something to kill some time (instead of studying like I should have been doing). I couldn’t find any bookstores (or at least one that didn’t have only boating books), so eventually I resorted to the internet to calm my angst. I bought one book, two, three, some perfume, something else, something else still, and then some more. Back at home I hardly ever bought anything online, let alone what I once considered non-essentials. Back at home I was hardly ever this bored.
I started thinking then about what had brought on my newfound habit of senseless spending. There were several things that for me differed from living at home (in the city) to living in a semi-rural setting. Firstly, I had a lot more spare/free time in Gladstone because I didn’t have my friends or family to hang out with, there was less variety of movies for me to see at the cinema, and I wasted less time driving to places. Secondly, lacking all these things that usually consumed my time (friends, family, and leisure activities), I actually was feeling emotionally disconnected, isolated, bored, lonely even. And I think it is this great void, this being consumed with nothingness, this empty space, that leaves us feeling desiring of something, anything. Unfortunately, when people feel alone or isolated or depressed, they often seek to fill an emotional void with material or physical things.
To me this experience made me think of a few things. Firstly, I started to wonder if in fact this –feeling emotionally unfulfilled – is the reason that people adopt such a consumerist attitude, always wanting to buy more, and not just wanting to but feeling they need to. I mean it’s not rurality that does it to you, there are people living in these rural towns who go about their everyday life, working, etc. without being overwhelmed by some desire to buy, buy, buy. They feel as I feel when I’m at home with my family and friends: content. Me, I wanted to buy things to fill my time, to kill the time I had to be alone and contemplating my loneliness and isolation. I wondered also if that is what other people who are long-term materially-focused feel. If you fill up your time with material possessions, striving to have them, dreaming of more, then you don’t leave time to think about the things that make life really worthwhile, but which we may lack. The physical things can’t fill the emotional voids, though, and eventually some people may adopt their desire to possess more as their substitute for the human lust for life, experience, love, interaction, play, and generally just living.
If there’s one thing that my experience in “the bush” has taught me, is that human needs don’t change whether you’re in one place or in another. Everyone needs love, affection, interaction, social engagement, respect, entertainment, self-efficacy, and health care.
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