Abstract :
The main purpose of this study is to attempt to assess the relationship between human needs, consumer culture and capitalism. The point which is emphasized here is that the logic of consumer culture is based on the principle of creating new needs and unlimited needs. The phenomenon of keeping buying zeal alive by creating new needs, in fact serves the realization of profit circulation and for keeping the wheel of production and consumption rotating. However, it is for this reason that the relations between needs and goods, between subjects and objects have become a means for keeping capitalism stable. From this perspective in this article (a) an outline of understanding of the relationship between needs, consumer culture and capitalism, (b) on the basis of an argument that capitalism must socialize individuals as consumers, an analysis of strategies used by capitalism for creating new needs, and (c) a critical approach which includes an evaluation that new needs are not created for the purpose of self-development, but for stability of market activities, are presented.
NaturalLanguageKeyword :
need , consumer culture , consumer society , capitalism.
