"Monoculture" refers to planting only one type of crop over a very large area of land. This method can often lead to the quicker spread of disease becuase if all of the crop is the same, a single pathogen can affect the entire harvest. In what way, however, does this apply as an appropraite metaphor for our societal norms, where an entire "field" contains one type of human? One answer points us to the culture of consumerism. In America (and certain other parts of the world as well), we are bombarded daily with ads for products we usually don't even need: hats, toys, gum, cosmetics, celebrity work out equipment, ShamWow, etc. We have become part of the consumer monoculture without even realizing it and this type of culture isn't without negative impacts.
A very poignant example of the growing consumer monoculture is Black Friday. The Friday after Thanksgiving is set aside as the biggest sale day of the year and thousands of people flood stores to get first pick of the items. You would think that goods crucial to survival like food or blankets would cause such a passionate fight for material possessions, but most often the things being fought over on Black Friday are Barbie Dolls, video games, footballs, or Hot Wheels. It would certainly be agreed that none of these items are crucial for survival, but people literally die for them nevertheless. A walmart worker was trampled to death in New York City. Also, two shoppers in a California Toys R Us were shot and killed during a dispute over an item. Even when people don't actually die there are still often severe casualites, to view just how crazy Black Friday can get check this jaw-dropping list of disasters HERE. Yet, these deaths and injuries have not prompted any consideration by Black Friday advertisers, who apparently believe the profit potential for this day is worth the physical violence.