There was a time when everything was so simple, uniform, certain and solid. When people continue living the same way for many generations, but as Marshall Berman once said, “All that is solid melts into the air”. What we once know of and were familiar with became something strange, ambiguous, exciting but also frightening at the same time. We have come to the period that differences and changes are considered good. This so-called period is known as “modernisation”.
Modernity occurred after the period of industrialisation during the late 18th century where new standards of living and manufacturing systems were established. Later, the new power of American Capitalism emerged in the 19th century adopting a new economic system focusing only on making the highest profit out of consumers by creating mass standardised goods. As a result the economic cycle of demand and supply must be made sustainable, basically not over manufacturing commodities when compared with the consumers’ demands, so it is crucial to encourage people the idea of being good consumers which is to keep spending money to maintain the cash movement and commodity exchange system. This was when consumerism emerged changing the way traditional consumption works, from people relying on the basic needs to survive and produce their own goods to being incorporated the idea of limitless desires and possessions. For sure, people were not used to the new concept of consumption which is why Hollywood steps in as a dominant institution teaching people about consumerism and channeling them to become good consumers. But How Hollywood naturalises this mass consumption idea and what are the factors used to show people of the new consumerism will be discuss in the essay providing tw...
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