New capitalism and human: Everday life pratics in consumption society

The after effects of the changing way of the capitalist production mode in 1970s, in economics as well as in social and cultural spheres, created an academic interest mostly in different branches of social sciences. The question of how to sell a product and how to market it became the most prominent issue due to the flexible production that boosted by the novel technological developments. This shifted the focus of the capitalism from production to consumption. In what way someone names it, whether new-capitalism, flexible capitalism, new-economy or post-modern economy, it is a new phase on the history of the capitalism and flexibility and consumption are the most distinctive characteristics of it. The contemporary society, in which the production is being made more than anything by the opportunities of the marketing and fostered by immensely varied mechanisms, is called the consumption society. Moving onward from the literature over capitalism in the working and debates over consumption society, starting from the impact of the shifting of the capitalist mode of production, the transformation into the consumption society and everyday life practices of the people who lives in the consumption society has been investigated. Deriving from that, the consumption-based designs which are featured by the flexible mode of production has been given the importance in this study. It is stated that a human, who experiences the consumption culture in his/her daily life repeatedly, confronts manipulations to consume. Also it is claimed that the consumption tools are the controlling devices of individuals at the same time. For the sake of the necessity for the continuity of the consumption, so for the reproduction of the capitalism, the consumption becomes exclusively the most important end in everyday life. It is emphasized that the miscellaneous devices which are introduced for increasing the consumption by the capitalist system have caused results which affected the individuals life deeply and adding to that, have shifted the consumption society into the society of the indebted. Key Words: New-capitalism, Flexibility, Consumption, Consumption Society, Society of the Indebted