chapter  9
17 Pages

Consumer culture and new media: commodity fetishism in the digital era: Matthew P. McAllister

ByMATTHEW P. MCALLISTER

The millennial era is an extraordinary one for developments in consumer culture. Especially central to these developments is the use of new media and their commercial and consumerist manifestations. The multimedia, e-commerce and interactive characteristics of the Internet, the mobile commercial (or ‘m-commerce’) possibilities of smart phones, the creative power of digital video production, and digital video recorders/on-demand media are just a few of the media developments that radically change the way that brands are bought, sold, marketed and understood. These changes influence such factors as the diversity and vibrancy of media systems, the relationship of consumption to definitions of prosperity and happiness in our lives, the role of surveillance and privacy, environmental impact and issues of personal agency.