ABSTRACT
We have followed the (hi)story of consumption in modern society and addressed the forms it has acquired more recently. This is a story of a radical reorganization of society, especially in western society following the Enlightenment, a saga of the rise of science and capitalism. From a society that had as its basic principle the abandonment of fates to forces beyond and above the human subject, modern society developed on the basis of the principle that the human subject held the key to and the power for shaping her/his fate through scientific knowledge of the surrounding material realities. This was indeed a revolutionary turn that required an almost complete reconstruction of concepts, norms and perspectives about life and the universe that guided human society.
