Dimension: 2815 x 1584 Pixels
About the pervasive and insidious nature of overconsumption.
The project encompasses two approaches: a five-minute experimental film composed of six chapters that critique the pervasive and insidious nature of overconsumption, highlighting its profound impact on inidividuals and society. Additionally, it also includes immersive VR scenes that invite people to engage more deeply with themes presented.
Dimension: 4000 x 2000 pixels
Dimension: 4000 x 2000 pixels
My awareness of the destructive forces of consumerism began during my time working in the fashion industry, where I became increasingly aware of the hidden costs behind mass production. As I observed the cycle of production, marketing, and consumption, I found myself questioning the ethical implications of this system and its impact on both the people involved and the environment.
I started to ask: Why do we buy what we buy? What compels us to consume? It became clear that, more often than not, we are not driven by genuine needs or desires, but by an external force that implants the idea of "want" into our minds. This realization—that our desires are often manufactured—was unsettling. I see and believe that consumerism is not just an economic system, but a psychological one—a system that manipulates us at the level of our emotions and perceptions. It conditions us to believe that the act of consumption will bring satisfaction or happiness, when in fact, it often leaves us feeling emptier, disconnected, and overwhelmed by the non-stopping cycle.
“THE MAN WHO MADE US SPEND”
Jean Baudrillard, The Consumer Society: Myths and Structures (SAGE Publications, 1970).
Xaba, Londiwe and Ndlovu, Siphiwe, Consumerism as an Ideology, A Critical Theory Perspective (July 18, 2023). OIDA International Journal of Sustainable Development, Vol. 16, No. 12, pp. 207-214, 2023, Available at SSRN: https://ssrn.com/abstract=4674482