Sut Jhally, “Image Based Culture”

Sut Jhally is the author behind “Image Based Culture.” This article is a fairly dramatic example of how the institutional structure of the consumer society orients the culture through attitudes, values, and rituals. The marketplace and its major ideological tool, advertising is the major structuring institution of contemporary consumer society. Because we live inside the consumer culture, it is sometimes difficult to locate the origins of our most cherished values and assumptions. For example, Jhally explains that everyone in this culture knows a "diamond is forever." It is a meaning that is almost as natural as the link between roses and romantic love. However, just like roses diamonds did not always have this meaning. This entirely new generation of young people has grown to marriageable age. To the new generation, a diamond ring is considered a necessity for engagement to virtually everyone.

Refernce: Jhally, Sut. "Image Based Culture." (Eds) Advertising and Identities. Washington Times Corporation: Washington, 1990.