PERUBAHAN PANDANGAN MODERNISM DAN POSTMODERNISM DALAM KONSEP KONSUMSI DAN KONSUMEN

Abstract

In this article, there is elaborate on various key ideas about consumption and
consumer a theoretical position that we have labeled ‘postmodernism’. By unmasking
the limitations of modernism that have to do with the onerous nature of its narrow
conventionalism, it show that postmodern developments offer alternate visions of
consumption prosesses that have an emancipatory potential. Postmodernism views
both production and consumption are problematized simultaneously, and the
consumer should now be viewed as a producer, as well as a consumer, of symbols and
meanings that are incorporated into the symbolic system, which all human activity
has become.There are many faces of the consumer at different times during
consumers’ live in the postmodernism perspective.