The Guy Debord who
described society of the spectacle as a “immense accumulation of images that
sell capitalism” believes that images in billboards, magazines, television and
media in general recreates a perfect life that Americans envy and want to have.
There is a total control of all the media from television to the latest media
tool, the Internet. Top companies with high revenues sell and advertise
ideologies that consciously or unconsciously affect Americans. Nowadays, people
are lacking of interpersonal relationships with others and communicate through
twitter, Skype, iMessage, Facebook, etc.; instead of having a real connection.
This fact, however, affects people’s ideas of relationships and a real sense of
connection between them. Media has not only portrayed the way we should look or
act, but also has replaced a genuine conversation.
“The spectacle is the
stage in which the commodity has succeeded in totally colonizing a social
life”(42) said, Debord. We are intermediated by a media device, that at the end
allow us to keep ourselves isolated. During dinners or social events there are
always people looking at their phones, texting, instead of having a real
conversation with the people around them. This has become a common pattern,
people have started to feel more comfortable in front of a computer or
cellphone believing that “social media” is the new path which replaces in some
way a real interaction with people. However the media has also become a tool,
from professional chat meetings to seeing someone on a video-call who is on the
other side of the world.
Moreover, the term
commodity means a marketable product or item, which is created to attract people
and satisfy their needs and desires. In terms of advertisements, society tends
to imitate what they see, many advertisements sell things that we actually do
not need but they create a desire for consumption. The messages received
through commercials are one of the most influential when it comes to buying a
new product; food brands, clothing stores, electronics, restaurants, and the
list continue. There are several consequences that come with the consumption of
product since media has a great impact on society, when it comes to buying a
product. A product with high quality advertisement is most likely to create the
idea that you actually need it, which consequently produces consumption and the
idea that you have more value or that you are happier because you have this new
item or product.
“The spectacle is a flip
of money. It, too, is an abstract general equivalent of all commodities” (49).
We exchange money for the items, products we want to acquire and money is a
representation of our needs and desires.
The problem with consuming
products influenced by the media is that we may end up consuming products that
we actually do not need and in some cases incur debt and lack of money for
basic needs. It is necessary to be aware of the influence of the marketing in
advertisements, commercials, among others. Media images are a surreal unit that
not only lacks realism but also gives a false statement that you are not enough
without certain product.
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