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Abstract
The purpose of this study is to critically examine the expression of consumerism identity of college students and to seek the direction of liberal arts education in response. Consumerism identity is self-consciousness that is formed through consumption and placing oneself in the position of consumers and evaluating all issues with consumption logic. This study analyzes the meaning and problem of consumerism identity by dividing it into qualification suitability, justice of equivalent exchange, victimhood. As a result of the study, the persistent inquiry into qualification suitability downgrades legitimate exercise of rights to a qualification issue and tolerates a distorted structure hidden in the qualification acquisition process. The justice of equivalence exchange reinforces academicism with meritocracy. As the justice of equivalence exchange collapses, the distinction between the perpetrator and the victim is distorted. From this, liberal arts education should create a strong self that will give pride to one's values. Furthermore, it is necessary to leads to equal relations with others and open communication, and establishes the values, behavioral principles, and systems of 'the social' for alternative society.
Published Version
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