The space of secular mind; Debates on the individual in consumer

Consumer culture is a cultural formation rooted in the capitalist system. Its basic principle is "consumption for the sake of production." Within this structure, each individual is expected to take part in some phase of production or consumption. However, through the influence of media, this obligation is presented as a voluntary and legitimate behavior. Media is the most powerful instrument in legitimizing consumer culture. Whether traditional or digital, all media outlets promote consumption constantly—either directly through advertisements or indirectly through series, films, music, news, magazines, and entertainment shows. This leads the individual's mind to be constantly occupied with consumption. The critical political economy approach explains the production of consumer-oriented content in media through ownership structures and the pursuit of profit. Media is an industry, and its main income comes from advertising. Media owners often have investments in other sectors such as construction and energy, and some maintain visible or hidden political ties. These factors significantly influence media content. The type of person targeted by this content is the "economic individual": secular, self-centered, profit-maximizing, socially detached, and assumed to act with full information. Neoliberal economists build economic policies on the assumption that everyone behaves like this. However, this model has led to environmental damage, moral decay, and weakened social ties. This study proposes the "Islamic individual" as an alternative. The Islamic individual is a Muslim who is not selfish, considers others, respects the lawful and the forbidden, avoids wastefulness, does not engage in luxury or showy consumption, avoids interest, gives zakat and charity, values social relations, and makes economic decisions with awareness of the afterlife. They avoid most media content because they are aware of the manipulative nature of consumer culture and strive to protect their heart and mind. They believe Allah is testing them, and part of that test is to stay away from what is harmful or impure. With faith and knowledge, they cultivate good character, which shields them from the allure of consumption. If more people behave like Islamic individuals, society as a whole will begin to move away from the destructive effects of consumerism.