Leach explains that this new culture grew from an interrelated and inventive network of partnerships – between religious and political groups, between men and women, between value and price. Leach is convincing in the justification of his main thesis: the businesspeople of the age took advantage of the changing social and economic patterns to change people’s perception of the ideal life away from an ethic of service to God, family, and community and the intrinsic virtue of labor, and in its place cheered the direct and never-ending quest of bliss, amusement, and the rule of commercialism as the best course for individual accomplishment.Īrguably, Leach’s idea is an undeniable elucidation for the culture now found among individuals, which still envisages of essential humanity as the “quest after the new,” and has remained, a century after its emergence, a social power strong enough to bend long-standing cultural institutions to adopt this kind of commercialism.
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