China: Hyper-Consumerism, Abstract Identity
Résumé
Es el siglo 21 el siglo chino? La occidentalización ha cambiado casi todas las facetas de la vida en China, a excepción de la política (Wu, 2009). Esto ha creado confusión masiva, entusiasmo, rebelión, romanticismo e idealismo. Las industrias manufactureras de la década de 1990 continuaron dominando la aceleración del consumismo en el siglo XXI y crearon, más que nunca, un mundo de identidad extrañamente gigante y abstracto que se auto creó y se mantuvo. Este artículo examina la política del deseo abstracto, el hiper consumismo y la noción de fantasía en la industria de la moda china. Hoy, cientos de “hipermercados” gigantes que se encuentran en toda China están dedicados a la distribución de “cosas” falsas. Estos emblemas comerciales se han convertido en una parte integral del paisaje visual y social de China. El mercado de productos falsificados que utilizan imágenes de marcas occidentales (ej., logotipos) ha crecido durante siglos hasta convertirse en una gran estructura abstracta de estilos de vida con marcas falsas y diseño integral. El aumento global del hiperconsumo le dio a China la última oportunidad de crear una nueva identidad para sí misma mientras se importa el sueño del lujo: The Buying Power. Este documento se centra en abstraer la noción de hiperconsumismo e interrogar la relación entre la publicidad visual, su materialidad y su representación en el mercado global. ¿Cómo contribuye la publicidad a la producción de bienes de consumo? ¿Podemos crear una visión cíclica de nuevos materiales? ¿Cómo se crea, se desplaza, se transforma y se consume el valor del lujo a través del espacio y el tiempo?
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