Datum: student journal of architecture


Western society has continually pushed forth a consumer culture that attempts to normalize the consumption of goods. This normalization occurs through the rapidity of changing trends and advertisements that are put forth by corporations and companies. During the Cold War, western nation-states promoted the consumer-subject as the ideal way of life. In order to properly succeed in life and flourish within the neoliberal economy, consumer goods needed to continually be bought and sold. The purchasing of these goods leads to the normalization and subjectification of the individual. The neoliberal-subject, in todays society, has only witnessed an increase in the amount of control that western notions of consumerism has on them.

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