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Stereotypes Of Consumer Culture

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In bestseller, Your Money or Your Life, co-authored by award winning writer Vicki Robin concisely exposes consumerism in America in nine words. “Americans used to be ‘citizens.’ Now we are ‘consumers.’ A notion which I wholeheartedly believe due to the fact that every second of the day, I am either directly or indirectly affected by the grasps of consumer culture. On an average school day at Rochester Institute of Technology, the alarm from my IPhone 7 by Apple™ rings as scheduled. By habit, I stay in bed for at least another fifteen minutes to check my Snapchat™, Instagram™, and Twitter™. All apps whom automatically filter in advertisements which make up the majority of their revenue. Once I am caught up on my social media, I get dressed. …show more content…

Both Naomi Klein, author of No Logo, and Dalton Conley would agree with this statement; however, rather than an art form, they see the clothing as a representation of one’s identity. Conley writes, “[vendors] are selling a self-image, a lifestyle, and sense of belonging” (Norton 34). The same idea is seen in an interview with Klein where she says, “You do not just buy Nike sneakers you buy into the entire Nike philosophy” (Klein). Personally, I have been playing soccer for the majority of my life. As a result, of being a fairly active person, most of my clothes are made by brands such as Nike, Under Armor, and Adidas. Brands all have an idea which they represent, in the case of Nike it is sports. Furthermore, when I wear anything branded with the Nike logo, I am portraying the fact that I am active, athletic, along with any other connotations involved with sports. Although commercial products shape my identity, my identity can also shape the commercial products that I buy. For example, I have very little to no products from brands such as Vans, Hurley, Monster, or Billabong given that I do not skateboard, or take part in the sports to which these brands sponsor. In this case, my identity constrains the products which I feel comfortable buying. There is a range or extent to what I believe is socially acceptable for me to buy because of the image and identity which I portray both consciously and

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