期刊名称：South Asian Studies : A Research Journal of South Asian Studies
印刷版ISSN：1026-678X
出版年度：2014
卷号：29
期号：1
页码：103-114
出版社：University of the Punjab, Lahore
摘要：Consumer culture, an imperative tool of globalization has influenced societies world over. The phenomenon became popularized in the beginning of twentieth century constructing the structure of 'modern capitalism'. Today no society remains untouched from its influence. However a significant variation is seen among different regions, in absorption of 'consumerism' due to their specific socio - cultural and political fr ame. Consumer culture has dominated the West by its values of 'materialism' and 'individualism'. The diverse manifestation of traditional collectivism remains a significant aspect of the South and East Asian region. Pakistani society due to its specific s ocio - cultural and political frame depict s similar patterns of the influence of consumer culture.
