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Consumer culture

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Consumer[3] culture refers to a societal framework where consumption of goods and services is not only a dominant activity but also a primary value and a means of self-definition. It is a type of culture that emerged following the Industrial Revolution, causing a shift from home-based work to wage-based labor. This culture is closely linked to the mass market theory, which is a central concept in consumer culture studies. This theory emphasizes on the roles of mass production, consumption, and the influence of mass media[2] and advertising[1] in shaping consumer behavior. Various types of cultures such as hierarchical, individualist, egalitarian, and fatalist coexist within consumer culture, reflecting the diverse beliefs and values of different consumer groups. Advertising strategies in consumer culture often target specific age groups and cater to specific needs, and the bottled water industry is a classic example of such consumerist marketing. The life of the worker in a consumer culture is characterized by long work hours, unsafe conditions, and wage disparities.

Terms definitions
1. advertising. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.
2. mass media. Mass media refers to various forms of communication that reach a large audience simultaneously. This includes traditional forms like print media (books, newspapers, magazines), recordings, cinema, radio, and television, as well as modern digital platforms like the internet and mobile phones. Each form of mass media uses unique content types and utilizes specific business models, creative artists, and technicians for production and distribution. It's worth noting that there's ongoing debate about whether video games should be considered a form of mass media. Mass media is characterized by its one-to-many communication model, allowing for broad dissemination of information or products. A key distinction of mass media is that it separates the production and reception of information, reaching audiences who are often distant in time and space from the producers.
Consumer culture (Wikipedia)

Consumer culture describes a lifestyle hyper-focused on spending money to buy material goods. It is often attributed to, but not limited to, the capitalist economy of the United States. During the 20th century, market goods came to dominate American life, and for the first time in history, consumerism had no practical limits. Consumer culture has provided affluent societies with alternatives to tribalism and class war.

Shopping malls have had a huge impact on consumer culture. Shown in the picture is the Mall of America, one of the largest malls in the US.

Consumer culture began to increase rapidly during the extreme economic growth of the Roaring Twenties The challenge for the future is to find ways to revive the valid portion of the culture of constraint and control the overpowering success of the twentieth century.

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