How does consumption shape identity? To what extent do we control this manipulation of ourselves?
How does consumption shape identity? To what extent do we control this manipulation of ourselves?
Consumerism has rapidly crept its way into virtually every single aspect of our post-post-modern society. This even includes certain areas of life that were not previously affected, which have now been forced to acclimatise to the new reality, where the consumer is in control. Consumerism has been said to have become “the religion of the late twentieth century”. People have become so obsessed with owning the latest must-haves and objects of desire, it has taken over people’s lives, in the same way religion does. Consumption is the term used to define either the ingestion of food or drink or the purchase of goods we desire or need. The items we purchase all relate to our personal identities in various ways; if someone is to spend copious amounts of money on designer labels they can be stereotyped as wealthy and upper class, as some would say, the elite and High Culture. But how far is this statement justified? Should we as people really be labelled differently purely because of the items we own, or should we just be treated equally? Consumerism can be seen everywhere in our society. This is mainly due to the fact that it can be aimed at everyone. There are various different types of consumers in our society who consume differently, but when it comes to it – we are all consumers in one way or another. There are those which buy to the minimal requirements and also those who spend extortionate prices on the very best. Why do things that fulfil the same purpose differ so greatly in price? If they do the same thing why does their need to be excessive prices at one end of the spectrum and minimalistic costs at the other? Companies are able to increase the prices of their products due to people’s personal values. Values play a significant measure here as they allow designer brands such as Gucci and Louis Vuitton to charge premium prices due to the mutual values
Consumerism has rapidly crept its way into virtually every single aspect of our post-post-modern society. This even includes certain areas of life that were not previously affected, which have now been forced to acclimatise to the new reality, where the consumer is in control. Consumerism has been said to have become “the religion of the late twentieth century”. People have become so obsessed with owning the latest must-haves and objects of desire, it has taken over people’s lives, in the same way religion does. Consumption is the term used to define either the ingestion of food or drink or the purchase of goods we desire or need. The items we purchase all relate to our personal identities in various ways; if someone is to spend copious amounts of money on designer labels they can be stereotyped as wealthy and upper class, as some would say, the elite and High Culture. But how far is this statement justified? Should we as people really be labelled differently purely because of the items we own, or should we just be treated equally? Consumerism can be seen everywhere in our society. This is mainly due to the fact that it can be aimed at everyone. There are various different types of consumers in our society who consume differently, but when it comes to it – we are all consumers in one way or another. There are those which buy to the minimal requirements and also those who spend extortionate prices on the very best. Why do things that fulfil the same purpose differ so greatly in price? If they do the same thing why does their need to be excessive prices at one end of the spectrum and minimalistic costs at the other? Companies are able to increase the prices of their products due to people’s personal values. Values play a significant measure here as they allow designer brands such as Gucci and Louis Vuitton to charge premium prices due to the mutual values