SocioFever

Deconstructing the workings of consumer capitalism in the construction of an ‘ideal body’ If we have a look at the advertising that is constantly displayed around us, we notice that there is one aspect immanent to nearly all of it. It is the usage of the body. The employment of the body and especially the sexualised body in the media is not a new phenomenon but has been a part and parcel of the industry since its inception. What differentiates advertising in the 21st century from before is not so much the use of images of the always perfectly shaped bodies but the presentation of this body as something that inevitably must be obtained through our consumption. Thus, in today’s consumer society that body becomes another site of consumption for the capitalists to garner profit from. And thus, the media fabricates the notion that our body needs constant improvement. Something that is very visible in today’s society is the shift that has taken place from advertising that concentrated on the

How Fashion Dominates the World. Fashion in today’s time has become an exciting topic of discussion wherein everyone wants to put on their best dress to look fashionable; why not? Since that is the trend. Designers are well aware of the needs of such consumers, and to cater to them, they come up with interesting fashionable clothing pieces. When I utter the term ‘fashion,’ it is not just solely restricted to bodywear (in other words, clothes) but also has extended its reach to home wear design and makeup- creating the desire in us to remain “on-trend,” “to be fashionable .”And social media platforms like Instagram have managed to intensify this desire for us to stay on-trend. Talking on a personal note, one opening the Instagram app comes across the reels of social bloggers, which in itself creates the desire to fit into this world of fashion which promotes conspicuous consumption, and we end up buying ‘fashionable items’ which we might not require. This fashion world can be seen in a