21st century consumption.

Starbucks, Expresso Lab, Marlboro, Zara, Mango, iPhone………… etc. Welcome to the 21st century. These are not words, signs, designs, symbols or combinations of all of these. Nonetheless, the tale goes beyond to depict the 21st century culture, power, weapons, and lifestyle. These brands have been creating a fashion system that for decades has consists of all people and organisations that are involved in creating symbolic meanings and transferring these meanings to cultural goods.

Objects are indispensable part of their existence.

Through these cultural goods; these brads have established a communities or in other words brands community all over the world.

These communities holding loyalty as a title for their relations with these brands. Hence, these brands guarantee them a pleasure, prestige, happiness and new experiences while they supply their goods. All this complexity resulting in controlling our minds with the concept of material culture or in other words the desire of appropriating and obtaining new objects and stuff. They grasp these objects as an indispensable part of their physical and spiritual existing, and a way of fulfilling their hedonistic desires.

Corporations & Globalization to be blamed.

Denying that they have not been manipulated by these huge multinational corporations. These corporations have used their adverts and their business strategy which is based on planned obsolescence to give a limited lifespan to their goods and products. As a result of using such strategy they attempt to guarantee a continuous demand from their consumers, which will generate a stable income to their companies. However, this strategy has a deep impact on our psychological well being, people or to be more precise consumers will become addicted to the process of shopping and obtaining new goods to have a good mood, and to fulfil some other psychological needs sometime can be related to self esteem and self actualization, this can be seen as one of dozens of of other effects of this strategy. Yet, what worth to be mentioned at the end of this article that this explosion of the number of goods and services that are produced and consumed have been increasing gradually since the first industrial revolution and reach the peak as a result of globalization and free trade among the nations of the 21st century.

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