China: Hyper-Consumerism, Abstract Identity
Resumo
O século 21 é o século chinês? A ocidentalização mudou quase todas as facetas da vida na China, com exceção da política (Wu, 2009). Isso criou uma enorme confusão, entusiasmo, rebelião, romantismo e idealismo. As indústrias manufatureiras da década de 1990 continuaram a dominar a aceleração do consumismo no século 21 e criaram, mais do que nunca, um mundo de identidade estranhamente gigante e abstrata que foi criado e mantido por si mesmo. Este artigo examina a política do desejo abstrato, o hiper consumismo e a noção de fantasia na indústria da moda chinesa. Hoje, centenas de “hipermercados” gigantes localizados em toda a China se dedicam à distribuição de “coisas” falsas. Estes emblemas comerciais tornaram-se parte integrante da paisagem visual e social da China. O mercado de produtos falsificados que usam imagens de marcas ocidentais (por exemplo, logotipos) cresceu ao longo dos séculos para se tornar uma grande estrutura abstrata de estilos de vida com marcas falsas e design integral. O aumento global do hiperconsumo deu à China a última chance de criar uma nova identidade para si, enquanto importava o sonho do luxo: The Buying Power. Este documento concentra-se em abstrair a noção de hiperconsumismo e questionar a relação entre publicidade visual, sua materialidade e sua representação no mercado global. Como a publicidade contribui para a produção de bens de consumo? Podemos criar uma visão cíclica de novos materiais? Como o valor do luxo é criado, movido, transformado e consumido através do espaço e do tempo?
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