1. Material
/Economic Self
To be happy in life, we must learn the difference
between what we want and what we need.

2. 1. If you were given a credit card with no
limit, what are you going to buy? List as
many as you want.
2. From your list, which among them do
you like the most? Why?
3. Which among them do you consider
important? Why?

3. Material Self:
pertains to the objects, places, or even people
which have the label “mine”. The sum total of
all you call “yours”, not only your body psychic
powers, but your clothes, house, husband/wife
and children, your ancestors and friends,
reputation and work, all these things give you
the same emotions. Such possessions are
viewed as extensions of individuals' identities.
If they prosper, you feel triumphant, if they
dwindle and die away, you feel cast down- not
necessarily in the same degree for each thing,
but in much the same way for all.
-William James

4. “We are what we have”

5. The Meaning of Things
“The things people use, own, and surround
themselves with might accurately reflect their
personality. Not surprisingly, the clothes one wears,
the car one drives and the furnishings of one’s
home, all are expressions of one’s self and
sometimes, even act as disguises rather than as
reflections”.
-Mihaly Csikszentmihalyi

6. In this age of digital technology,
everything in our society is based upon
the idea that consumption should be as
easy as possible.
These ads carry the message that we
become happy by buying, buying,
buying. Shopping has become a leisure
and a way to pass the time without
considering that our consumption
contributes to our garbage problems,
pollution, and the depletion of our
natural resources.

9. “I shop, therefore I am: I
have, therefore I am?”

10. Consume- is defined as “use up, to spend wastefully, to destroy”
(Gusdorf, 1978). The definition shows that consumption has a negative
connotation. There is, however, a positive side to consumptions that
is often neglected.
Behind consumption, there is
Production- the act of making or
manufacturing from components or
raw materials, or the process of
being so manufactured.

11. Roland Barthes- Barthes was particularly
interested in our relationship with consumer
goods in capitalist culture. He argued that in
capitalist cultures, the commodity becomes
magical, containing properties normally
bestowed on sacred objects (fetishes or Gods).
Through advertising, products become
irresistible - perfume, not just a sweet
smelling liquid but ‘an essence of allure’
making the user irresistible

13. Consumers are often portrayed as “victims”, exploited by greedy
companies. However, we should take note that every person has “free
will”. Therefore, choices are important. As a consumer, free will
comes with responsibility and obligation. Conscious consumption is
about practicing responsible buying habits.

15. IDENTITY & CONSUMER CULTURE
Identity is a symbolic idea (Mach, 1993). It is an image
we build for ourselves through social interaction. It is
dynamic and context-dependent.
Consumer Culture is a form of material culture
facilitated by the market, which thus created a
particular relationship between the consumer and the
goods or services he or she uses or consumes.

16. IDENTITY
Identity may refer to:
1. A social category defined by membership
rules, characteristic attributes, or
expected behavior.
2. Socially distinguishing features that an
individual takes pride in having

17. CONSUMER CULTURE
Consumer culture is:
1. A culture of consumption
2. The culture of market society
3. Universal and impersonal
4. Identifies freedom with private choice and life
5. Needs are insatiable and unlimited
6. A privileged medium for building personal
identity and status

18. The problem with Consumerism
It affects worldviews and
characters
It is manipulative
It is intrusive
It restricts our
choices and lives
It cannot provide
many of the things
that are important
to us
It is unsustainable

19. Let’s avoid the trap!

20. Let’s avoid the trap!
Exercise intellectual
independence
Consume less, live more!

21. A positive self-image has little relationship to our material
circumstance.