Identity, Media and Advertizing: Rise of Consumer Culture In India
Journal Title: IOSR Journal of Humanities and Social Science - Year 2018, Vol 23, Issue 6
Abstract
The rapid dissemination of internet and communication technologies has proliferated consumer culture helping it emerge more or less as a global culture, influencing a diversity of people, places and practices. It has introduced the population to a world of material artefacts through online shopping and access to information on latest trends in fashion and lifestyle. This trend is quite visible in India as well since the last decade of the 20th century owing to government‟s adoption of new economic policy promoting liberalization and globalization. According to a research conducted by ASSOCHAM (2016), India is the third largest country in terms of internet access. Due to easy online access, people have become more aware of the high-end luxury brands and their specialty. In wake of such developments, Indians are steadily drifting towards a more open and homogeneous culture based on massive consumption of commodities and services. Based on observation and secondary sources this article attempts to analyze the role of media and advertizing in promoting the growth of consumer culture and identity construction in India.
Authors and Affiliations
Sarita Chetri
Keywords
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- EP ID EP419215
- DOI 10.9790/0837-2306030509.
- Views 78
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