earticle

영어

This paper focuses on the problem of ‘consumer alienation,’ which forms and impedes the welfare of consumers in modern consumption society. In order to reconceptualize the consumer alienation, the paper delves into the existing discussions by philosophers including Hegel, Marx, Lukacs, Fromm, and the Frankfurt School, and positivists such as Seeman, Dean, and others. By rediscovering existing discussions of alienation, the paper defines consumer alienation as “the heteronomic phenomenon that instrumentalize consumers to function as means to fulfill the capitalisim, which results in the impedement of consumers’ autonomic decision-making.” The authors expect that the study contribute to the conceptualization of various problems evolved from modern consumer society by employing the concept of consumer alienation.