Fallacious Elitism Gained Through Consumption

Abstract

Values are formed according to the charactersitics of consumed goods. Mass produced goods are presented as if they were produced uniquely for individuals, Individualism and freedom are regarded as the signs of a powerful exclusivity and social power. In this study, different values and meanings attributed to elitism in the context of consumption ideology as well as the transformation of individuals to consumption elites by raising themselves above the mass through consumption will be considered.