This term paper is set out to investigate in what aspects consumerism forms an identity and to what degree it affects modern society. In order to gather information and data, this research project will look at different Instagram accounts and groups, like "richkids__official" or "women_luxurys_life". How do they advertise certain products and in what way do these people represent themselves within a particular picture. Simultaneously, this term paper will explain the consequences of consumerism on businesses, society in general and people’s mental health. Sources that will be needed to answer these questions, are going to be Yiannis Gabriel and Tim Lang’s "The Unmanageable Consumer. Contemporary Consumption and its Fragmentations" from 1995, in which the different functions of a consumer are thoroughly explained and analysed. In addition, J.D. Forbes’ "The Consumer Interest", published 1987, defines different sections in which consumerism influences society. Using these sources and explanations, this research project will try to answer the question of how consumerism forms an identity, and to what degree it thereby affects society.
"I’m just a girl standing in front of a photo asking it to be Instagram worthy." The quote above is a re-written version of Notting Hill’s famous sentence "I’m just a girl, standing in front of a boy, asking him to love her". Comparing these situations, it can be interpreted as though the "re-written girl" just wants to have a photo worthy for Instagram in order to be loved. Therefore, this quote tells more about society than just a girl wanting to look pretty online. Nowadays, almost every person, who is able to go online, has at least heard or even registered on one or more social media platforms, like Facebook, Twitter or Instagram.
Table of Contents
Introduction
1. Consumerism
2. Social Media
3. Consequences of Consumerism and Social Media on
3.1 Businesses
3.2 Society and Social Media
3.3 Mental health
4. Discussion
Conclusion
Bibliography
Research Objectives and Themes
This paper investigates the multifaceted relationship between consumerism and identity formation in the digital age, focusing specifically on how social media platforms influence societal behavior, mental well-being, and modern business practices.
- The impact of consumerist culture on individual and social identity construction.
- The role of social media platforms, particularly Instagram, in mirroring and amplifying consumerist desires.
- Psychological consequences of digital 'comparison culture' and the link to mental health issues like anxiety and depression.
- How businesses exploit identity-driven consumerism for market growth and brand loyalty.
- The shifting dynamic between personal autonomy and the societal pressures exerted by luxury-oriented online communities.
Excerpt from the Book
3.3 Mental Health
Research has shown that young people, who focus on consuming many things, e.g. cars, clothes, jewellery, tend to be less happy than people, who prioritise buying more “necessary” things (Large). Exterior influences, like spending time with family members or friends, having hobbies or being outside also improve a person’s mental health (Large). Therefore, having the urge to buy materialistic things is connected to a “decrease life satisfaction”, since the buyer wants to compensate for the lack of happiness (Large). This habit can be the cause for mental illnesses like depression, anxiety, racism or antisocial behaviour in general (Large). The “rise” of advertisements, including social media, in which people are paid to promote new goods, can add even more negative consequences to people’s well-being (Large). There, the “influencers” are most often paid to promote products and thereby only gain more money and the goods but the audience might see them as “life-goal”. According to Varkey Foundation, young people in Japan and Britain have the two worst mental well-being statistics in the world (Larger). While the depression rate has doubled in the UK during the last decade, 24% of girls and 9% of boys have also experienced the symptoms of depression (Larger).
Summary of Chapters
Introduction: This chapter introduces the research context, highlighting how Instagram culture influences self-representation and identity, leading to the core research question regarding the impact of consumerism on modern society.
1. Consumerism: This chapter traces the historical evolution of consumption from necessity to pleasure and defines five key distinctions of consumerism as a doctrine, ideology, and social movement.
2. Social Media: This chapter explores the rise of social media as a communication tool that empowered users to become influencers, while specifically analyzing Instagram's role as a visual-heavy platform for promoting lifestyles.
3. Consequences of Consumerism and Social Media on: This comprehensive section examines how businesses leverage social media to connect with consumers, how this shapes a performative social identity, and the resulting decline in the mental health of young generations due to envy and comparison.
4. Discussion: This chapter synthesizes the findings, arguing that the constant promotion of luxury and ideal lives creates a dangerous social divide, ultimately damaging individual identity and long-term societal well-being.
Keywords
Consumerism, Social Media, Identity Formation, Instagram, Mental Health, Marketing, Influencers, Social Status, Materialism, Digital Culture, Luxuries, Psychology, Sociology, Brand Equity, Envy
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines how consumerism shapes individual and collective identity in modern society, particularly through the lens of social media platforms.
What are the primary themes discussed in the work?
Key themes include the evolution of consumerism, the influence of Instagram on self-representation, the strategic use of social media by businesses, and the psychological impact of materialistic societal standards.
What is the central research question?
The study aims to determine in what aspects consumerism forms identity and to what degree it affects modern society.
Which scientific methodology is applied?
The research relies on a qualitative literature review and analysis, utilizing established theories from sources like Gabriel & Lang and Forbes to interpret current social media trends.
What topics are covered in the main section?
The main part addresses the consequences of consumerism on business strategies, the creation of social identity through branding, and the rise of mental health issues among young adults.
Which keywords best describe this study?
Essential keywords include Consumerism, Social Media, Identity Formation, Instagram, Mental Health, and Social Status.
How does the author define the shift in the term 'consumerism'?
The paper notes a shift from a historical focus on survival to a modern focus on pleasure, freedom, and the expression of identity through luxury purchases.
What specific relationship does the paper identify between Instagram and mental well-being?
The author argues that Instagram fosters envy and negative comparisons, leading to lowered self-esteem, depression, and a sense of worthlessness among those who cannot match the displayed "ideal" lifestyle.
- Quote paper
- Leonie Quicker (Author), 2019, Effects of Consumerism on Modern Society. In what Aspects does Consumerism form an Identity?, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1367021
