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
Related Articles
- EP ID EP419215
- DOI 10.9790/0837-2306030509.
- Views 71
- Downloads 0
WeChat Uses and Gratifications Among Young Malaysian Adults In Klang Valley, Malaysia
The uses and gratifications (U&G) theory has been widely used in research related to conventional media and now the internet media and mobile platforms. In Malaysia, a number of Internet-related studies revolve around th...
Verbal and Physical violence towards junior doctors in a medical college in Manipur: A cross sectional study
Workplace violence has been documented in all sectors and healthcare workers are at increased risk than the other sectors. It affects not only the emotional or mental well being of the victims but also negatively affect...
Monk and Money: A Perspective Based on Theravāda Buddhism
.
The New Curriculum of Education in Kenya: A Linguistic and Education Paradigm Shift
The current system of education in Kenya is the 8-4-4 structure, where children study for eight years of Basic (primary) education, four years of Secondary education and four years of University education. This system wa...
Weak Supportive System and Livelihood Status among Fisherfolk in Poovar Fish Landing Centre, Kerala
The study was conducted to assess the livelihood status of fisherfolk in Poovar Fish Landing Centre of Kerala. Data were collected and examined through the use of well-structured interview schedule from the Poovar fisher...