Question

what role does consumption play in shaping your sense of self? what role does it play in our society?

Answer 1

Answer- Consumption plays a major role in influencing our sense of self, right from an early age in our life. As kids, we want the latest new toys, as teenagers, we want those new sneakers that we saw in the advertisement, as adults we want that new sports car or that new smartphone that has been recently launched in the market. It is only rational to say that consumption consumes us throughout our lives. Individuals, as consumers, purchase these things to maintain our social statuses, boost our self-esteem and enhance our self-concept. By owning these things, we tend to feel that we fit into society and that we have an identity. For example- An individual purchases a new sports car, he feels a sense of pride and confidence knowing that he owns the car. This boosts his self-esteem, thereby, shaping his sense of self. Another example could be of a teenager who just purchased an Xbox One X, the latest one available in the market. Owning that we make him feel "cool" and boost his self-concept, which makes him feel better about himself because he has these things.

Similarly, consumption plays a role in our society. Consumption can serve to demarcate our positions in society, giving all a certain degree of social importance. This kind of consumption serves to position the consumer concerning others, gaining them a certain status in society. Consumption plays a role in our society by-

1. The satisfaction of basic needs Consumption serves to satisfy a limited set of basic material needs. These needs mainly include the need for adequate food and shelter (a roof over one’s head and clothing). However, these basic needs can be satisfied with a very low level of consumption.

2. Well-being/happiness- Consumption typically results in increased well-being by making things easier and more convenient for us, for example- a car gives us greater mobility, many electrical appliances simplify certain tasks, etc. Similarly, we consume certain goods or services for our pleasure and entertainment, for example- games, leisure cruises, spas, etc.

3. Attractiveness/affection- It is human nature to feel the need to be desired, which can be explained in biological terms in the context of powerful emotional and sexual drives. It is a matter of social and sexual competition, attention and affection, which, in a consumer society, are satisfied by consuming certain goods, For example- A posh, expensive car makes its owner attractive, or a particular perfume or cream makes people sexier and attractive, etc. This is a phenomenon in which advertising is quick to exploit individuals.

4. Social importance- Consumption can serve to demarcate our position in society, giving us a certain level of social importance. This kind of consumption serves to position the consumer in relation to others, gaining them a certain status in society. For instance, our friends go on an extravagant holiday abroad, gaining an advantage over us in the pursuit of social status. We react to this by going on an even longer trip to somewhere even more distant, which in turn simply prompts our friends to react to our new-found status, and so on, making this a vicious cycle.