Abstract
Aiming to study the role of ‘the ideology of aesthetic’ in creating consumption society, this study examines and relates aesthetic, ideology and consumption concepts, wants to draw attention to consumer identity formed by the ‘ideology of aesthetic’ and the role of the media. The use of aesthetic in shaping the subject and related with this, the television programme “What Should I Wear Today” is examined. The television programme “What Should I Wear Today,” being broadcasted two hours a day every week since 2011 is watched for a week and discourse analysis of the result observation is made to draw attention to the role of the mentioned program in relating beauty with consumption objects. According to Alexander Gottlieb Baumgarten, the founder of the philosophical discipline of aesthetic, aesthetic is the science of what is sensed and is the sister of logic. It is not only about art, for example Eagleton examined how bourgeois society gained common identity through aesthetic, Walter Benjamin studied aestheticized politics. Through aesthetic, humans accept given things without force, they like similar things, they dress alike, unite in the frame of rules such as good manners. Compliance with aesthetics make us feel free; aesthetic presents itself as a kind of anonymous universal truth. The capitalist system aestheticized consumption and consumption keeps us together, gives us common identity, appeals to our senses and seems more important than laws.
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