From Consumption as Activity…to Consumer Culture as Theory
Keywords:
consumption, consumer culture, communicationAbstract
Consumption is an activity in our daily life. The majority of people regard consumption as a trivial matter. But in reality, there are several complicated aspects hidden behind consumption. The article entitled “From Consumption as Activity…to Consumer Culture as Theory” purposefully investigates consumption perspectives by revisiting significant paths of consumption studies from the past until now. Consumption and its meaning had been transformed in the period that led to consumer boom. Even its definition gradually changed over time from negativity in the early days to neutrality in recent time. The transition of British and American consumption to become consumer society reflected value their people cherished during that period. Mass media and advertising have also played crucial roles in the becoming of consumer culture. In addition, the studies of modern and postmodern consumption with an effort of the scholars to analyze contemporary phenomena by developing consumer culture theory demonstrated that consumption was far from simple and natural. Consumption has gradually become the essence of human life. We became what we consumed.
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