Nation as a Mode of Consumption

Abstract

Modernity is manifested and perceived in various ways, though contested in their meanings, in everyday life. Expansion of consumer culture is integral to the process of modernity in a typically defined location in the South, hence Bangladesh. While it is implanted in the commoners’/consumers’ psyche as a positive claim, it also induces critical investigation. More often than not, one major aspect of asserting a consumer good, a relatively newer one in a local context, is to underline its availability in a defined and definite population. This is at the heart of advertising styles in contemporary Bangladesh, especially in the metropolis. Considering the reflexivity of this claim, from the manufacturers’ and/or promoters’ point of view, it is obvious that the population – the probable consumers – are already familiar of these products and are looking for chances to consume it, or for instance, have the services. Desire-to-consume, presently, should be seen as a significant motive across the national borders among the affluent class, and that is being communicated in such a case. Eventually, the concept of space becomes utmost important for transmitting the material goods. Idea of nation, in a comparative way, plays a significant role shaping the desire. Thus, availability represents prosperity of the nation – i.e. Bangladesh.