Author(s): Seçil UTMA
In the current period, the concept of consumption is not only an economic process, but a social and cultural phenomenon that includes signs and symbols, and it is seen as a cultural activity that shapes individuals' lifestyles and gives them identity and status. In the postmodern period, while the desire to gain social prestige beyond the needs in consumption comes to the forefront, goods are marketed with symbolic values and the promise of happiness, individuals are given messages that they will be happier as they consume, and the spread of consumption culture is accelerated. Consumption culture, built on the mission of shaping social values and individuals' life patterns with a consumption-oriented focus, plays a dominant role in today's postmodern societies. Media, especially advertisements, play an important role in reproducing the values of this culture, and the continuity of the system is ensured through these tools. It is imposed that the way to gain prestige and status in the society passes through having something that others do not have, while mass media ensure the consolidation of the consumption culture with the messages they offer. In modern societies, individuals' acquisition of consumption habits contributes to the formation of the socialization process, and the individual is informed through the media about what, where and how to consume in this process. What is imposed on individuals here is the fact that a good life can only be achieved by consuming more.
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