Hyper-Consumption Mentality Analysis
In our society an apple, has dual meanings; a luscious fruit and a powerful brand of technologies. The fruit is consumed for nourishment while the brand is consumed for an array of endless individual technological objectives. However, in our American consumer culture, we are constantly influenced by the need to hyper-consume. The hyper-consumption mentality can be justly explained by Karl Marx’s application of Commodity Fetishism,which is; “participants in commodity production and exchange experience and come to understand their social relations as relations between the products of their labor— relations between things, rather than relations between people.”(Hudson & Hudson 2003). Apple through its innovative products has built an unprecedented