The effect of media over conspicuous consumption in culture of consumption

Consumption is a vital phenomenon for human and society. In order to sustain the struggle for survival, one has to consume. This equation applies to all human history. The emergence of modern capitalist society has caused a significant change in the need-based character of consumption. Modern society is more oriented towards the phenomenon of consumption on the basis of conspicuous and is increasingly distancing from a rational consumption tendency. Capitalist production needs the masses to have this tendency to irrational consumption. It is thought that the media also promotes consumption as a force that directs attitudes and behaviors significantly in modern social mechanism. In this study, the relationship between the irrational consumption needed by the capitalist economy and the media has been discussed and it has been concluded that the media plays a very important function in the expansion of conspicuous consumption.