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We Are What We Read - Essay Example

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The writer of this essay will critically evaluate the claim that we are what we read, sometimes thoughtful, sometimes romantic, sometimes principled, sometimes pragmatic, but almost always a consumer. The writer will look at some of these aspects of consumer research in our ensuing sections…
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We Are What We Read
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Download file to see previous pages So far consumers were associated with individuals or groups that use goods and services. But this is an information age. We are no more consumers of just products but of the vast variety of information surrounding us all the time. A famous postmodernist philosopher, Jean Baudrillard, says that “we live in a hyper-reality of simulations in which images, spectacles, and the play of signs replace the logic of production and class conflict as key constituents of contemporary capitalist societies” (Mickey 1997). Today advertising and public relations have the power of influencing not only the consumer of a product but the entire culture of the society. These two key elements of consumerism see consumers of information in every aspect of life and use the images they produce about a concept to influence outcomes in a very sophisticated way. These could be political consumers, social consumer, and scientific consumers and so on. This field has given rise to a new thought process called postmodern thinking. As per this thinking process, “public relations can be called symbol production in so far as communication strategy is an integral part of the work, whether that work is a speech, a news release, or a press conference” (Mickey 1997). Information on its own does not form a consumable product unless it is filtered and re-adjusted by passing through the technical packaging by the media. Thus, symbols are produced and these symbols and not the reality guide our perception of a product. The product itself has been transformed into the symbol and this symbol assumes more significance than the reality. ...Download file to see next pagesRead More
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