Abstract
This paper aims to describe the thoughts of the philosopher Herbert Marcuse about the phenomenon of consumerism in contemporary society. The method used is literature research with a philosophical approach. This study finds that there is a paradigm shift in the realm of consumption in the era of contemporary society. According to Marcuse, consumerism in today's society contains a totalitarian logic. The totalitarian tendencies of technology have shaped one-dimensional patterns of thought and behavior. The indication is that society cannot escape the influence and domination of technology. Technology has produced goods in abundance. As a result, the goods produced by the means of production are manipulated and indoctrinated to the needs of individuals in an advanced industrial society.
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