Spectacle of the Consumer

Consumption is one of the key processes in the emerging materialist culture. Keeping in view the fact that consumer forms the central axis in modern economy, this chapter focusses on the interface between commodity, social values, and the consumer. It begins with an analysis of the meaning of the notion of consumption and explication of the construction of the identity of Indian consumer. Then it brings out the dynamics of marketing strategies of branding and product identity. In particular, the present analysis highlights how the media constructs the meaning and uses symbolism for product promotion. The relation of materialism and commodity fetish is also discussed. Finally, the chapter highlights some of the initiatives exhibiting the process of cultural resistance to uncontrolled consumption in the context of Indian value system.