Modern Consumer Culture
In The Society of the Spectacle, Debord explores the modern consumer culture in relation to mass media, advertising, homogeneity, and social relations. By describing these aspects, he illustrates how the post-industrial society has adjusted due to technological advancement and modern consumerism. He asserts how mass media and fetishizing commodities have changed social life by promoting the idea of having for appearance. On commodity fetishism, he explains that the relationships in consumer culture have been depersonalized and it has become about things. In that, the interpersonal relations have been mystified and value is viewed in the commodities rather than the affairs that make them possible. Thus, stresses the idea of mass media in pushing the glorification of imageries that foster the Spectacle in society.
The Spectacular Culture
In expounding upon the Spectacle, Debord asserts the spectacular society is nurtured by the social relations mediated by images. Hence alludes to the culture of brand names and commodification becomes more about the image rather than the actual product. The value of the product is tied to an abstract idea and not associated with the content or features of the commodity. Mass media played a major role in the 20th century in facilitating the spectacular culture by selling homogenous experiences to the masses. In contemporary society, the Spectacle has become a part of the fabric of society as advanced capitalism commodifies a perception and experience. Debord explores the extent of this culture which is evident in modern society through the diversions and images that sell the idea of appearing to have it.
Authenticity versus Inauthenticity
In his analysis of the spectacular society, Debord stresses that due to cultural homogenization through commodities authentic social life is degraded. Rather than create new untested ideas the market chooses to either re-appropriate or copy old tested ideas for the consumers. Consequently, human life is degraded because consumer culture becomes about representation and appearance. An idea of social life is sold to the general public which does not resemble their real lives thus pursue to achieve it. However, this idea is a fabrication packaged in an appealing and applicable manner for the consumers to get fixated. Through mass media that incorporates commercials, celebrity culture, and mass entertainment into marketing the imageries and ideas are ingrained in the social life corrupting authenticity.
