Abstract

In postmodern consumption culture, the media is placed in which consumers can find the ways to create identities. The consumption of the object is reshaped as the consumption of the new image and brand. The content of the object began to make sense to use value rather than the indicative values. In this sense, consumption is no longer related to a functional purpose but is made according to the display value. Therefore, firstly, I discuss what the postmodern consumption culture is in this study. And in this context, as a product of the postmodern consumption culture of individuals, how they have constructed the identity with the goods and services they buy. I have studied this construction process over masculinity of the anti-hero images. In this study, I argue that, the anti-hero images of maleconsumption in the postmodern consumption culture are produced images and anti-hero images of male-consumption images reproduce the traditional masculinity discourse in Turkey.

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