Marxism, Media, and Materialism

As discussed in class, the importance placed upon consumerism and the drive to "buy"  is decided by advertising and the media-enforced brands chosen for us. It is a direct display of what Berger adumbrates within his article concerning Marx's definition of alienation and consumer isolation, having people believe and follow the paths thought to be unique, enriching, and provide a sense of worth when in fact it is a much different outcome in reality. This false consciousness is detrimental to our ability to form a stable identity that is free from the materialism and consumer culture that surrounds us every day. It is impossible to go a day without being bombarded by advertising , so  I feel it is critical to understand Berger's points that address the relationship that we form with the media and incorporate these enforced wants and images. As Berger states concerning the superstructure of society and it's institutions, "Capitalism is not only an economic system, but also something that affects attitudes, values, personality types, and culture in general" (Berger 40). The effects of capitalism is seen in our daily routines, our social circles, and our institutions. This is why I find discussing the relationship of media and it's influence on our lives so critical, and well explained through Berger's analysis of Marx.