2. Consumerism and media saturation
• In the 20th century the economic needs of
capitalism have shifted from production to
consumption.
• When the system of capitalist production had
been established, the need for consumption
grew.
• People needed to acquire a consumer ethic.
3. • The need to consume
has become more
important than the
need to produce.
• This process was
increased by the
increased affluence
and leisure time and
the engaging of
working class in
consumption.
4. • Rise of modern
mass
communication and
popular media
culture.
• The world will
consist of media
screens and popular
cultural images
(computer
games, adverts, mall
s, TV)
5. New middle class occupations
• Rise of new occupations which encourage
people to consume.
• Some postmodern occupations function to
develop and promote postmodern popular
culture.
• They create and manipulate cultural
symbols and media images to encourage
consumerism.
6. • Occupations such as
advertising, marketing, design, television
production, accountancy, social
work, therapy are becoming more
important.
• They are determining the taste patterns for
society.
7. The erosion of identity
• The erosion of secure collective identity
has led to the fragmentation of personal
identity.
• New institutions and beliefs don’t rise to
give people a coherent sense of
themselves.
• Consumerism and television do not offer
alternatives.
8. • Consumerism fosters a self-centered
individualism.
• TV has similar effect because is both
universal and individual.
