Ideological dimension of consumption

Abstract

The paper deals with the ideological dimension of consumer society. The problem of ideology is approached by distinguishing between consumption and consumerism. Consumption is understood as common human practice aimed to satisfy individual needs. In this case, individuals tend to operate rational logics based on practical characteristics of the objects consumed, while in the case of consumerism, individuals are
shown to be engaged in symbolic logics which operates the symbolic meanings of the objects consumed.