Consumption as Image: Analysis of Adolescent Consumer Behavior from Jean Baudrillard's Perspective

This article examines consumption behavior among teenagers using Jean Baudrillard's theory of consumption as a framework for analysis. The focus of the discussion is on how consumption has shifted from merely fulfilling needs to becoming part of identity expression, social status symbols, and forms of self-image. This study employs a qualitative approach through an in-depth literature review of relevant literature and Baudrillard's key concepts such as simulacra, hyperreality, and the value of signs. The findings indicate that adolescents tend to consume not based on actual needs but rather driven by the desire to align with the ideal image shaped by social media, advertisements, and peer influence. This creates repetitive and difficult-to-control consumption patterns that can have negative psychological, social, and financial impacts. The article recommends the importance of media and financial literacy as intervention steps to foster more critical, wise, and sustainable consumption patterns among teenagers. This research contributes to a deeper understanding of the dynamics of symbolic consumption in digital society.Translated with DeepL.com (free version)