ABSTRACT
In this age, lifestyle, within the context of consumer culture, places a premium on individuality, self-expression, and a stylistic self-consciousness that is expressed in fashion styles, leisure pastimes, eating or drinking preference, etc., especially among the middle class (petite bourgeoisie). For this class, a commodity ordinarily meant to be consumed has become a symbol signifying taste, status, and luxury. This study aimed to highlight the impact of industry 4.0 in defining identity, lifestyle, and consumer culture. The study confirmed an unprecedented rise of a new petite bourgeoisie in today’s postmodern society, as well as the consumption of commodities as a sign. It concludes that industry 4.0 shares the same characteristics with postmodernism, which is an attempt by the new petite bourgeoisie to change the whole game using technology to disruptively challenge traditional institutions, distinctions, and hierarchies; acknowledge polyculturalism and the popular; and celebrate differences.
