What is Consumerism?
The belief that buying and owning things brings happiness and defines success; encouraged by media.
Consumerism is often fueled by marketing strategies that equate material possessions with personal fulfillment.
What does the term ‘Audience as Consumer’ refer to?
The idea that audiences are viewed mainly as customers or targets for advertising.
This perspective emphasizes the commercial value of audiences in media and advertising.
Define Commodity in the context of media.
A product made to be bought and sold, including media like movies, music, and games.
Commodities are central to consumer culture as they are the tangible objects that consumers engage with.
What is Branding?
The process of building a company’s image or identity to attract loyal buyers.
Effective branding creates a strong emotional connection with consumers.
What is the purpose of Advertising?
Messages designed to influence people to buy products or services.
Advertising can take many forms, including digital, print, and broadcast media.
What is Lifestyle Marketing?
Selling a feeling or identity along with a product, making consumers believe buying equals belonging.
This approach often targets consumers’ aspirations and values.
What does Consumer Identity refer to?
The way people define themselves through what they buy and the brands they use.
Consumer identity can reflect social status, personal values, and lifestyle choices.
Who is a Prosumer?
A mix of producer and consumer; someone who both creates and uses content, like influencers or fans.
Prosumers play a significant role in shaping trends and influencing other consumers.
What is Global Consumer Culture?
A worldwide culture where people share similar buying habits and lifestyles because of global media.
Global consumer culture can lead to homogenization of tastes and preferences across different regions.
What does Resistance mean in the context of consumerism?
Actions that push back against consumerism, like ethical shopping, anti-advertising, or DIY culture.
Resistance often seeks to challenge the dominant narratives of consumer culture.
