Image production and commoditization of identity

In this study that we investigate the transformations of the concept of image through the historical process and the underlying reasons of these transformations, we tried to elucidate that the concept of image has been rejected as an indicator in today?s society, which is called ?postmodern?, and through what stages it passed to evolve into the meaning of ?dream? that is embedded inside the Turkish corresponding word ?imge?, in the framework of the capitalist concept of commodity. Thus, the main theme of the study consists of the transformations of postmodern understanding of image and in consideration to the parallelism between the capitalist concept of commodity and image transformations, the study aims to show the thesis that capitalist commodity has to build itself as an image. Taking into consideration the parallelism between commodity building itself by showing what it does not have as if it does and the loom large of image in industry advertising, it seems possible to conclude that the transformation of the concept of image from representation to dream is a modern phenomenon and that as a result, enormous development in image industry is one of the generations of capitalist commodity production. If commodities gain value by image, images make themselves apparent via their commodities. Key Words 1. Image 2. Commodity Fetishism 3. Identity 4. Modernism 5. Postmodernism