Spectacle Consumerism
A culture of consumption where the act of watching others consume—or being watched while consuming—becomes more valuable than the consumption itself. Influencers, unboxing videos, haul posts, and live shopping events turn ordinary buying into performance. Spectacle consumerism blurs the line between advertising and entertainment, making the audience part of the show. Its logic: if it isn’t seen, it isn’t consumed.
Example: “She bought the dress not to wear it, but to post it. Spectacle consumerism: the product was the audience’s gaze, not the fabric.”
Spectacle Consumerism by Abzugal Nammugal Enkigal April 21, 2026
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