The Influence Of Consumer Culture Activism

1453 Words 6 Pages
In this way, consumer culture events such as the introduction of commercial products that mock the upper class consumer culture illustrates a resistance towards luxury goods in 21st century consumer society. The bag portrayed a strong message that it is just as cool to not be part of the elite that it is to belong to it. In turn, the fashion industry reflected this by introducing elements of ‘common people’ to reflect their new found power over trends. Imitation running shoes and how these lack function and practicality but serve an overarching function to mimic brand status and image. However, it is interesting to note how the activism itself requires a participation within mainstream consumer society. By participating in the consumption of ‘non-mainstream’ products these consumers illustrate elements of ‘consumer activism’. They can also be used as a form of cultural jamming, to use the brands and logos of luxury brands against themselves and replaced them with a lesser …show more content…
The selfie can be seen as a statement; it is one which is not only empowering to the individual but revolutionary in the masses. Furthermore, the ‘selfie’ evolved to become a commodity in itself with the rise of ‘brand ambassadors’ and ‘social media celebrities’ during this time period. Some social media users were paid upwards of $30,000 per photo due to their association with brands and sponsorship (Metro News). In this way, the selfie became part of consumer culture twofold; one in that it was resistant to the ideals that the marketing and advertising industry presented and secondly in that it became a marketable product in itself. Whilst critics may be correct in the intentions of some selfie uploaders, it is naïve to assume that the act didn’t have an important impact on changing how products were marketed on social

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