NEW MEANINGS OF CONSUMPTION IN THE CONTEXT OF SUSTAINABILITY AND FASHION

Objectives: The realities of the contemporary Romanian society highlight a series of symbolic transformations at the level of consumption, at the level of everyday life and at the level of how individuals perceive the reality in which they live. All these changes in consumption are largely generated by the powerful sustainability campaigns which are transmitted to us through all existing media channels. Therefore, using the method of observation, I have tried to identify relevant aspects of everyday consumption that have been symbolically strongly altered in the last period of time, inducing new consumer roles and transforming consumers into collaborators of large corporations. Even though modernity offers us state-of-the-art technologies and gadgets, even though we have access to information in an ultra-fast way, people’s lives have not improved or simplified in many ways. The causes of this kind of transformation can be manifold, but this material aims to prove that at the forefront are CSR campaigns and the important role of the media in contemporary society. This is the research purpose that this material is aiming to bring into discussion. Material and methods: The research was carried out using a qualitative methodology – more precisely, participatory observation. The observation was made in the interval between January 2023 and August 2024 in different locations from Bucharest, especially in markets, agglomerated malls and urban locations. Results and Conclusions: The conclusion of this material is that through hegemonic campaigns, large corporations turn consumers into extensions of themselves, using persuasion and awareness campaigns that are broadcast and convince the public that they must get involved in and join seemingly noble ideals. These, in fact, do nothing but restrict freedom of speech and consumer rights. Keywords: symbolic transformations in consumption, hegemony, sustainability, semiotics, consumer restrictions.