Sociology · Ch 11 — Globalisation and Social Change
Culture of Consumption
Culture of Consumption
The idea of culture is often reduced to outward markers like dress, music, dance, or food. But culture, in the sociological sense, means a whole way of life — the values, practices, and meanings that shape how people live. In the context of globalisation, two specific uses of culture become especially important: the culture of consumption and corporate culture.
The culture of consumption refers to a social order in which spending, acquiring goods, and leisure activities centred on shopping become central to everyday life and identity. This is not just about buying things; it is about how consumption reshapes cities, social relationships, and personal aspirations.
How consumption shapes cities
Until the 1970s, manufacturing industries were the main drivers of urban growth. Factories drew workers, and cities expanded around industrial production. Today, that logic has reversed. Cultural consumption — the consumption of art, food, fashion, music, and tourism — now largely shapes how cities grow. This shift is visible in the rapid rise of shopping malls, multiplex cinema halls, amusement parks, and water parks in every major Indian city. These spaces are not just places to buy goods; they are destinations for leisure, entertainment, and socialising.
The new virtue of spending
Advertisements and the media play a central role in promoting a culture where spending is encouraged and even celebrated. Being careful with money is no longer treated as a virtue. Instead, shopping is actively promoted as a pastime — something to do for fun, not just out of necessity.
The core message of the culture of consumption is that spending is good, saving is old-fashioned. This marks a major shift from earlier values of thrift and frugality.
The rise of beauty and fashion industries
The success of Indian contestants in global beauty pageants — such as Miss Universe and Miss World winners like Aishwarya Rai and Sushmita Sen — has had a concrete economic effect. It led to a tremendous growth in industries related to fashion, cosmetics, and health. Young girls began to dream of following the same path, showing how media images directly shape personal ambitions and consumer behaviour.
Game shows and the dream of sudden wealth
Popular television game shows like Kaun Banega Crorepati made it seem possible that a person's fortunes could change dramatically over just a few games. This reinforces the idea that luck and consumption can transform one's life, rather than steady work and saving.