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Introduction
Multidimensional theory of power assumes that individuals are systematically controlled into
making decision whereby they do not know that their interests are being violated (Spicer,
Undated). The small ethnographic study conducted in a large expensive store in west London
reported in this essay confirms this theory to be of very high significance but not in every
situation. The literature review will give overview of power and the role of capitalism as an
agent of power on consumers. An analysis of what influences people to buy things which they do
not need will be done so as to investigate what this means for power as a theory. The study
therefore questions the role of capitalism in the society.

Ethnography study of Harrods

Still suffering from an overnight travel journey from Bradford, I arrived at Harrods store
Knightsbridge West London at about 1pm on the 21st November 2008. First of all it was
mayhem, so many people going in and coming out of the store. Upon arrival, I was greeted by a
black man wearing a green uniform who appeared to be the security guard. The store was
massive with seven floors and about 300 sections, including a food hall, restaurants, bars, a
beauty salon, and a bank. The staffs were dressed in black shirts and black trousers most of the
staff and were predominantly of white background. The music was quite slow and had a rhythm.
On the ground floor was the mens wear while the womens was on the first floor and there were
more female customers than male. Though trying to be conspicuous, I couldnt help but gape
when I saw a young girl of about 15 years with a pile of clothes. I also noticed some staff tidying
some piles of clothes on to a stand. At the underground floor I saw the Diana and Al-Fayed
memorial right which was made out of gold, as well as the walls painted out of gold and looking
bright. Not long I saw a lady in a red top with an obvious badge depicting her as a manager
directing a customer about where to pick up a duvet set. There was a long queue of customers
waiting to try some clothes in the fitting room. I realised that the women talked more than the
men and were more excited. Amazingly, there was a blend of all cultures, though. Looking at the
staff, they looked professional, too formal and gave a warm smile while attending to customers.

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There was little communication amongst the staff behind the counter but those working away
from the till had time to for chitchat.

As I was gaining momentum and summing up courage to systematically make some enquiries
from the customers on how they buy, two young men of about 20 years asked for my opinion
regarding a light brown chequered sweat-top worth 67.26 while is friend had just purchased a
Paul smith jean jacket for 156.89. After giving them my opinion, I asked them for how they
were going to pay for their clothes and they told me it was through their credit card. I also got to
know that they were unemployed but could not resist shopping and that a guy has to floss. I
also asked some people questions regarding how they were going to pay and I got similar
responses ranging from use of credit cards. Curious me!, I had to speak with a staff regarding
how customers buy and she told me that lots of young people use their credit cards (store cards
and credit cards) and she sees some of them nearly every week. It was amazing how I spent two
hours admiring the grandiosity of Harrods but must confess that if I had money, would have
treated myself with a cheap ..?

Literature review
In this section, I will be focusing on the three dimensional domination type of power. The
theoretical concept of the three dimensional will be explained in conjunction with literature
reviews on capitalism and consumerism.

The three dimensional power by Stephen Luke (1974) is a type of power whereby a subject
decisions are based on wants which are as a product of a system which in actual fact is against
their interest (Harding, 2008). In essence, the decision makers use the system to prevent the
subjects from making out what they really want and as a result, they do not know that their
interests are violated (Spicer, Undated). Luke emphasised that domination is the most
important aspect of the three dimension and when the subject agrees to the be dominated, it is at
this stage that the third dimension occurs (cited in Dowding, 2006) For power to be effective, the
theory states that the holder of power avoids the presence of conflict because the less visible it is
the better (Luke, 2005; Lorenzi, 2006). According to Luke (2005), the three dimensional
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perspective is useful in enabling a person understand how individuals, organisations and

government keep out latent topics on politics out of discussion. It gives one the ability to be able
to think critically, understand the salient notion of the things around the person.

Capitalism and consumerism

Unlike the post war government whereby government felt it legitimate to play an active role in
the control of the macro economy and the market, a free market is a situation whereby there is no
government interference and price is determined by the market structure (Begg and Ward, 2004).
Followers of capitalism such as Milton Friedman and the Libertarian party have argued that it is
based on the recognition of individual human rights and free from politics (Eamon, 1985). In
other words, there is a separation of the state from the market in a capitalist system. Proponents
of capitalism also argue that it has improved the standard of living, opened to competition
(avoids monopoly), important for the survival of human right and enables people to have a
variety of options regarding goods. An influence of capitalism is that, it is believed that
consumers derive satisfaction when there is a convention of competition amongst organisations
in a free market (Gary and Elliott, 1989).

However, the free market economy of capitalism is not free of criticism. It has been blamed for
the increase in high rate of consumption in the western society (Young, 1999). The earliest critic
of the system was Karl Marx in 1848 whereby he associated capitalist labour with commodity
fetishism (Westwood, 2002). Marx argued that the people strive to acquire more commodities as
a way to express their self image. In addition, he also stated that this occurred as a result of the
system instilling in people the market and market relations with a sense of reality that masks the
unequal conditions of capitalism.

Aldridge (2003) in his book stated that the society is changing from being a productive one into a
consumer society. He further argues that this change gives an overstated view of industrial
workers as having a strong identity and a deep satisfaction.

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Some scholars also argued that the free market system has seen a decline in the power of the
governments of these societies. Hertz (2002) wrote that modern government strive to attract
businesses into their countries and as a result, always try to ensure that the business environment
thrives. In addition, she stated that due to the capitalist system, businesses are more capable and
willing than government to take on many of the worlds problems. In real meaning, this implies
that governments try to meet to demands of these organisations. However, by meeting these
demands of corporations, businesses are indirectly controlling the economy and make the law.

Studies have also shown how businesses exploit people through the use of media advertising. For
example, Klein (2000) in her book talks about how goods such as sneekers were sold to youths
through advertisers, music and films. She stated that these goods were sold to them based on self
identity and peer pressure because they all want to be cool, alternative young hip (68).

In addition to the use of media advertising is the easy availability of credit card to people. Schorr
(1998) wrote that overspending was caused due to easy access of credit by people. Additionally,
Robert (2001) finding on compulsive buying among American college students revealed that
when students were presented with a credit card logo, there was a propensity to make quick
spending decisions than when they were presented with a no credit card logo.

Analysis
Harrods is an expensive and high classed store situated in Knightsbridge west London. Just
outside the store, one can not miss the slogan omnia omnibus ubique - everything for everyone
everywhere. It is also not impossible for one to get lost in the over 300 departments which
contains all luxury one could wish for. Most people in the store looked and smelt of class and
wealth. The restaurant looked like a big banquet, there were lots of people of various
backgrounds, and however, they were predominantly white and Arab people. One can not help
but notice the big giant mummy located in the big hall with smaller ones fitted to the walls. Next
to the teenage department on the fourth floor is the toy section which was full of toys that could
make an elderly person want to live a Disney life. I also saw a group of Arab boys, probably
students who had come to study English being startled by the huge toy attraction. There were lots
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of children playing with toys and there was a particular young girl of about 8 years who started
to cry because her parents refused to bulge into buying her a toy.

The mens section had so many clothes ranging from Givenchy, Robert Piaguet, Versace and a
lot more expensive clothes and accessories. At this stage, I started feeling intimidated depressed
and a sense of inferiority began to evolve. I just could not comprehend why I could not afford to
spend like some of the customers where.

While I sat at the Georgian restaurant located on the fourth floor contemplating about how
people could afford to buy so many luxurious things, a waiter came over to me to take my orders.
Looking at the menu, I realised I could not afford any of the meal. However, I wanted to play
along, so I asked the waiter if I could pay with my credit card which he said I could and was
talking me into getting a Harrods store card. Seeing this as an opportunity, I enquired from him
how much he was getting paid. Seems as if it came as a shock to him because he hesitated before
telling me he was on a basic rate but they usually had good discounts knocked off when they
bought for themselves. He further revealed to me that it was not worth the effort working there.

Upon leaving one of the most expensive stores in the world, questions began to creep into my
mind, why was I feeling that way? Why are the customers spending so much money on things
they probably do not need? Why do they stretch themselves buying on credit?

Well I thought about this and I deduced that there was an influence manipulating peoples
behaviour into buying. Harrods as a store had the ability of luring consumers through heavy
advertising and mouth watering offers into buying from them at consumers own expense. My
intention is to focus my knowledge on the hidden power of the free market system to explore
how organisations ensure that customers are never satisfied and will always come to buy from
them.

Here I would suggest, following my observations that there is something far more subtle taking
place. There are four issues at hand, Harrods an agent of capitalism, the customers who are
systematically controlled into spending beyond their means, the staff and I. The dominant theory
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of power states that decision makers use the system to prevent the subjects from making out what
they really want. From the study, the unemployed young men purchased expensive clothings
based on self identity and to satisfy their fetish needs (Marx, 1848 in Westwood, 2002).

Due to the capitalist system, the government puts money into the system in order to stimulate
demand and consumption so as to keep the economy buoyant. Despite, the downward trend in
the UK economy, interviewed consumers still bought goods using their credit cards even though
they were unemployed. As stated in the literature review that easy access to credit makes people
overspend. For example, many large stores are willing to give out credit cards to customers
irrespective of their income.

Secondly, the discussion I had with the waiter though did not reveal anything new but reinforced
the fact that businesses exploit people. However, the waiter recognised he was been used but had
no choice probably due to difficulty in getting a new job. At this point, I do find the theory

Judging myself, I felt really inferior while in the store because I did not have the money to buy
this goods. This sense of feeling also shows the exertion of a non-visible power that moved me
into having such emotion.

Conclusion
The findings in this study are of nothing new to the discourse of the power of capitalism on
consumerism. However, I have only tried to reinforce the argument of how businesses
systematically use their financial power to manipulate people. It is of no doubt that capitalism
has helped in influencing mass consumption thereby facilitating and exerting pressure
compelling consumers to purchase goods they feel will increase their status even when it is of no
use to them. In addition, the downward trend of the economy is also as a result of the greed of
businesses. However, capitalism has brought about an increase in competition amongst
businesses, aided free trade amongst nation which has increased the amount of goods available to
consumers. It has also increased the standard of living of some countries, is associated with
promoting free human right and is free from governmental control.
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I do not think a system free of governmental control is free and fair to the citizens. If the
government is not in control then businesses will be in control and become price givers, law
givers and dictatorial. However, governments seem powerless and are very slow to respond to
issues. Businesses are only around to make money; they are there to maximize profits. As a
result, it is in the best interest of consumers to educate themselves by being conscious. Like
stated in the literature review, if an individual can understand the passive power in the
environment, the person will be able to free him/herself from such domination. Severalways by
which one can become conscious is for a person to pay more attention to agencies dedicated to
protecting consumers such as consumer activism. With this, the individual should be able to safe
guard him/herself.

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References
Aldridge, A. (2003) Consumption: Key concepts Blackwell Publishers
Bashford, S. (2005) Youth marketing: Time to take more responsibility?
http://www.brandrepublic.com/ (accessed 3rd December 2008)
Dowding, K (2006) Three-Dimensional Power: A Discussion of Steven Lukes Power: A Radical
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Eamon, B. (1985) Milton Friedman: a guide to his economic thought London: Gower/Maurice
Temple Smith.
Edwards, T. (2000) Contradictions of consumption: concepts, practices and politics in
consumer society Buckingham: Open University Press
Gary, A. D. & Elliott, J. E. (1989) Capitalism and the democratic economy in Capitalism edited
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Harding, N. (2008) Lecture 8: Power and Politicson 21/11/08 School of Management, on
University of Bradford.
Hertz, N. (2001) The silent takeover: global capitalism and the death of democracy London:
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Klein, N. (2000) No logo London: Harper Perennial,
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Park, H. J. & Burns, L. D. (2005) Fashion orientation, credit card use, and compulsive buying
Journal of Consumer Marketing, Vol. 22: 3 pp. 135-141
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among American college students The Journal of Consumer Affairs. Vol. 35: 2; pp. 213
Spicer, A. (Undated) Power, Theories http://andre.spicer.googlepages.com/Power.doc.
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Young, J. (1999) The exclusive society Thousand Oaks, Calif.; London: Sage.

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