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The power of media on consumerist behaviour

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This helps companies to minimize on their labor expenses and maximize on profits (Johan and Anthony 11). Hwever, i results to a rise in employee exploitation in developing economies since they are forced to do a lot of manual labor with minimal pay and under poor working conditions. Cmpanies that are associated with sweatshop labor are likely to experience a decline in popularity among consumers. Te media is a powerful tool that has contributed to the shape of consumerist behavior in society and this can be referred to as norms (Johan and Anthony 5).

Cnsumption norms refer to the type of consumption that individuals refer to as the ‘good life’. Oe way of viewing this is from the basic sociological concept of a ‘reference group’. Areference group is the class of people that individuals refer to when trying to make out how they should behave. Te idea is commonly applied in psychology. O the other hand, aconsumption reference group is defined as the class of individuals with whom individuals compare themselves to. Mst people in society aspire to their lives in the same way that celebrities do (Crocker and Lehmann 45).

Hwever, i can be noted that they do not simply live a bad life simply because they cannot attain such standards. Tis leads to the question on the definition of the standards of living and what can be described as living well. Ions impact on consumerist behavior mainly when it comes to individuals’ physical appearance. Tis gives individuals the fabricated and unrealistic ideals on body shape and size. Tis explains why companies endorse celebrities as it them to influence consumerist behavior.

Fr example, idividuals are more likely to buy beauty products from a company if their face is a renowned celebrity. Tis is owing to the fact that they think that if they use these products, tey will attain some of the qualities of the icon. I an icon in society loses weight, idividuals that look up to them are likely to follow suit. I the essay by Ken Dryden, Te Game, vrious topics on hockey are discussed while looking at the celebrity status achieved the players.

Te author discusses how hockey transformed his life into acquiring a celebrity status. H expresses how hockey became more than just a game to him as it gave him the celebrity status. Te author uses an ironic and casual voice that reaches out to the readers in a personal way. Hwever, h...

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preview essay on The power of media on consumerist behaviour
  • Pages: 6 (1500 words)
  • Document Type: Essay
  • Subject: English
  • Level: Undergraduate
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