- Series: Published in association with Theory, Culture & Society (Book 53)
- Paperback: 224 pages
- Publisher: SAGE Publications Ltd; 1 edition (April 14, 1998)
- Language: English
- ISBN-10: 0761956921
- ISBN-13: 978-0761956921
- Product Dimensions: 6.1 x 0.5 x 9.2 inches
- Shipping Weight: 13.4 ounces
- Average Customer Review: 5 customer reviews
- Amazon Best Sellers Rank: #377,418 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
The Consumer Society: Myths and Structures (Published in association with Theory, Culture & Society) 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
Customers who bought this item also bought
What other items do customers buy after viewing this item?
The Consumer Society is the young Baudrillard at his best... a sociological study of the society of consumption of the finest order, this text continues to shed light on the subject and object of consumption, around which contemporary societies are organized' - "Douglas Kellner, University of Texas
The young Baudrillard at his best... a sociological study of the society of consumption of the finest order, this text continues to shed light on the subject and object of consumption, around which contemporary societies are organized.--Douglas Kellner
The young Baudrillard at his best... a sociological study of the society of consumption of the finest order, this text continues to shed light on the subject and object of consumption, around which contemporary societies are organized. (Douglas Kellner)
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
Thus, at the basis of The Consumer Society lies an evolving image of the consumer. From a free-willed individual who can make rational choices based on self-autonomy now emerges a post-Marxist consumer whose opinions of self are fleeting and false and in fact are manipulated by a clever Madison Avenue cabal of advertising executives working in tandem with adroit manufacturers to create a new type of consumer, one whose needs are imposed from without rather than energized from within. Along the way, this duo of advertisers and manufacturers has further tinkered with the previous and seemingly self-defining term: desire. Desire had been thought to possess reasonable limits. One might desire the latest in food, Armani jackets, or automobiles, but at some point desire reaches satiation. Baudrillard can now envision desire as a continuous closed-loop system, always expanding, never fulfilling as the consumer is subconsciously driven to purchase and use an infinity of products whose "differences" are more manufactured than real.
Now how does Madison Avenue manage to create a consumer who is infinitely malleable? Baudrillard suggests that advertising promotes a concentric series of myths which have no intrinsic validity: advertising creates for itself an artificial universe of manufactured wants all of which presuppose a post-structuralist view of Truth as a slippery non-Event. Truth is whatever the advertisers want it to be and is inculcated into the collective psyches of the consumer. A myth appears concerning Product X. It is unique, desirable, and one must possess it now. Product X is now "real" in the same sense that Orwell's Comrade Ogilvy is from the novel 1984, a novelistic society that has at its core a conformable set of tenets not unlike Baudrillard's The Consumer Society. The myth of Product X is real and is just as real as it appears to be, and that is the ultimate irony of manufactured simulation. But for a more complex discussion of simulated consumerism, Baudrillard would wait just a few more years for his ground breaking Simulacra and Simulation.