Postmodernism establishes the way things are rather than how we would like them to be. It accepts consumption as an important feature of society. Unlike modernism, where we desire to change things as per our disposal and convenience. To the consumers themselves, consumption is less like a pleasure for its own sake and more like a pleasurable fulfillment of social duties. Consumerism is having rather than being. Your worth and value are measured by what you have rather than by who you are. It is buying into a particular lifestyle in order to find your value, worth, and dignity. Consumerism seems to promise fulfillment is merely an illusion. In a consumer society what we buy is not strictly necessary, because we have lost any meaningful sense of what is necessary, and of what is superfluous. Those who do not possess certain goods are perceived to be deviant or to be pitied: imagine living without a mobile phone, but to intentionally lack them is to invite scorn, incomprehension and derision. Consumerism extends beyond simply "having" a good, service or experience. It extends to the search, the quest, the journey for those goods, services and experiences. Having is not enough - there is always another consumer product or experience to be had. There is always a more satisfying toothbrush, shoe, diet, holiday experience, electric tool. The fact that this process is never-ending means that, the actual product is not as important as the ongoing search. The paper is based on theoretical background of jeans Baudrillard about consumerism.

Author Name: Mohmmad Rafi Bhat

URL: View PDF

Keywords: Consumerism, simulation, postmodernism, consumer culture

ISSN: 2454-2326

EISSN: 2454-2326

EOI/DOI:

Add Citation Views: 1147

---