摘要：This paper focuses on the issues of consumption and identity. Formerly, the identity in a large scale was gained according to the class which the individuals belong to but today it is constructed through involving into the consumption by the individual and it almost turns into a design. Consumed things are mainly based on images and this situation converts individuals into the fake members of the classes or groups which they want to be included in. Thus, in the process of the social mobility consumption is used as a springboard. In the same time the individual, eliminating the fear of being outside by synchronizing with the processes such as fashion that is specific to consumption, tries to compensate his matter of having no identity by means of refuging to the modern clans with the brands which he bravely carries. The identity in the consumer society is constructed and commercialized in front of the ‘eye’, based on aesthetics and images rather than the values feeding the social relations. Thus, the identity loses its holistic structure hidden in its essence, stability and depth. Keywords: Consumption, Identity, Values, Fashion, Social Relations
关键词：Consumption, Identity, Values, Fashion, Social Relations;Tüketim, Kimlik, Değerler, Moda, Sosyal İlişkiler
