All tagged Consumption

Breaking the Fourth Wall. An op-Ed by Kshitija Mruthyunjaya

The French philosopher Denis Diderot defined the ‘fourth wall’ as an imaginary barrier that divides an audience from the world in a theatrical play. This barrier forms a setting to transport the audience into an imaginary world, away from the real world. Diderot’s concept of a ‘fourth wall’ can be used as a metaphor for the role of advertising in present-day economic system of production, distribution and consumption. There is an enormous disconnect between what Barthes calls real garment (produced) and used garment (consumed) as the represented garment (advertised/distributed) fails to mediate the truth between the producer and the consumer.

Minor Fashionista: How To Use Fashion To Foster Inclusivity In a Digital Age - An Op-Ed by Kshitija Mruthyunjaya

 The role of the CEO in a brand is very important in making conscious transformations in the company. The barriers between CEO and shop floor create dominant social structures in house, which in turn hamper conscious structures of societies. Communication barriers and no personal involvement of the top team with shop floor pushes them to engage in practices that does not support transformative power of the organization in a positive way. All shop floors can hear is the economic growth driven voice of the CEO and they work towards luring customers to spend and consume unconsciously. Although one can argue that brands priorities are in keeping up with trends and current lifestyles of consumers, isn’t there a way they can use it towards transforming lifestyles? While sales driven autonomous corporations and economic growth driven governments think that fostering conspicuous consumers to buy more and more seems like a victory to them, it is not.