ANALYZING MO DERN CONSUMPTION THROUGH THE LENS OF JEAN BAUDRILLA

This research aims to analyze the phenomenon of consumerism in contemporary society using a philosophical approach focused on the thoughts of Jean Baudrillard. A consumptive lifestyle has become one of the main characteristics of modern society, where consumption not only serves to meet basic needs but also functions as a means to build social identity and gain recognition. This shift is reinforced by media and technology, which promote the importance of self-image and social status through the consumption of luxury goods and exclusive experiences. This study employs a literature review method by collecting and analyzing data from various related literatures, including Baudrillard's original works and other scholarly articles. The research findings indicate that consumption has a significant social function, serving as a tool to display status and obtain recognition in society. Additionally, excessive consumption by the dominant class reinforces social hierarchies and highlights status differences between social classes. This research provides a deep understanding of the social logic of consumption and how the phenomenon of consumerism influences individual behavior and identity in modern society.