Abstract
The end of ideology has been declared for several times by different writers like Raymond Aron, Daniel Bell and Francis Fukuyama. However, ideology still has an important role in the social order even though its structure has been adapted to the contemporaneous material conditions. Consumption, the consumptive production of labour power, has turned into a new language of socio-symbolic meanings in the twentieth century. In this way, consumption overshadowed its material basis, the needs, and obtained a new duty in the ruling ideology as an ideological State apparatus, keeping the masses in line. This article aims to investigate this aspect of the modern consumption practice in accordance with ideology approach of Louis Althusser.
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