Consumer Society

“It is important to grasp that this personalization, the pursuit of status and social standing, are all based on signs. That is to say, they are based not on objects or goods as such, but on differences.”

We as consumers believe that what we have makes us who we are. We can be middle class and still spend twice or even three times as much for a car that we can’t afford just to have the status and the feeling of power and confidence that comes with it. Those are the differences. You can be middle class but ultimately higher than others who are also middle class because you drive in luxury compared to ‘them’.  Does that make you better than ‘them’? those people of middle class? Do you no longer associate with ‘them’ because an object now makes you different, somehow higher in society?

“The product now in demand is neither a staple nor a machine; it is a personality.”

People alter and change the way they look because society tells them that it is what will make them better.  It will give you ‘personality’ that will make you truly yourself? Your best self?

‘Metaconsumption

We buy certain brands because society makes us believe that we as consumers should have the best and that money will allow us to buy and keep buying what we want so that we feel good about ourselves.  We often buy things we don’t need, but are in a sense told that we need it or have to have it.

 

We as consumers believe that what we have makes us who we are. We can be middle class and still spend twice or even three times as much for a car that we can’t afford just to have the status and the feeling of power and confidence that comes with it. But also live  a completely opposite lifestyle. People alter and change the way they look because society tells them that it is what will make them better. We buy certain brands because society makes us believe that we as consumers should have the best and that money will allow us to buy and keep buying what we want so that we feel good about ourselves.

 

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