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Immortality (2022)

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Elemer Hankiss's "The Toothpaste of Immortality: Self-Construction in the Consumer Age" delves into the intricate relationship between consumerism and the construction of the self. Hankiss argues that in the modern age, individuals utilize consumption not merely as a means to satisfy basic needs, but as a tool for self-creation and identity formation.Hankiss explores the concept of consumerism as a mechanism through which individuals craft their identities. He suggests that consumer goods have transcended their utilitarian purpose and now serve as symbols imbued with meanings and values. Products are no longer just objects; they carry cultural and social significance, enabling consumers to define themselves within a larger societal framework.The author introduces the idea of "immortality" in the context of consumerism. In a world where products are constantly marketed as revolutionary or timeless, consumers are enticed by the promise of eternal youth or longevity. This quest for immortality is metaphorically linked to the continuous pursuit of novelty and perfection through consumption. The desire for the latest gadget or trend reflects an aspiration for perpetual renewal and improvement, an attempt to construct an immortalized version of the self through material possessions.Furthermore, Hankiss examines the psychological dimensions of consumer behavior. He highlights how consumption patterns are influenced by psychological factors such as self-esteem, social status, and the need for belonging. Products are chosen not only for their functional attributes but also for their ability to validate and enhance the consumer's self-image. Through the act of consumption, individuals seek affirmation and recognition, constructing their identities based on the brands they endorse or the lifestyles they aspire to emulate.The author critiques the commodification of identity in the consumer age. He argues that as consumption becomes integral to self-construction, personal identities risk being reduced to a series of purchasable traits or lifestyle choices. This commodification of identity erodes authenticity, as individuals prioritize the outward display of symbols and possessions over genuine self-expression and introspection.Moreover, Hankiss discusses the role of advertising and media in shaping consumer desires and perceptions. He elucidates how marketing strategies manipulate desires and create artificial needs, fostering a culture of constant consumption. The pervasive influence of advertising constructs a shared consumer culture, wherein societal norms and values are intertwined with commercial messages, further influencing individual identity formation.In conclusion, Hankiss presents a thought-provoking analysis of the intricate interplay between consumerism and self-construction. He underscores how consumption has evolved beyond a simple economic exchange, becoming a tool for individuals to shape and communicate their identities. However, he warns against the pitfalls of excessive consumerism, emphasizing the dangers of commodifying identity and sacrificing authenticity in the pursuit of an idealized self. "The Toothpaste of Immortality" serves as a critical examination of the multifaceted relationship between consumer culture and the construction of the self in the modern era.

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