The Ideology of Consumption: The Challenges Facing a Consumerist Society

  •  Ahmad Jansiz    


With the advancements in modern capitalism, significant changes have been made in its goals and instruments. Past crises and the experiences acquired by economic institutions gave rise to the development of a special pattern of consumption rooted in the industrial revolution. In the post-modern period, we can observe the rise of a new ideology which is going through its completing process very quickly and a large mass is gaining a new perspective and prestige in consumerist societies. Understanding a consumerist society helps us to find out what instruments and fighting strategies the ideology of consumption uses and to what it causes damage. The role of the media is very important in this regard because they help to create false needs using virtual methods. On the other hand, due to the close relationship between ideology and politics, the consumerism crisis in society can be politically managed with success. In this regard, it is necessary for the political managers to understand different dimensions of the existing crisis and the challenges of the consumerist society and to find appropriate scientific and practical solutions to the problem. The main purpose of the present study is to shed some light on the challenges of a consumerist society by analyzing the features of the ideology of consumption and to focus on the influential role modern human beings play in this society as consumers and to evaluate the political dimensions of management of consumption pattern.

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