"Why is the study of consumption central to how we understand
how the media works?"
The study of consumption is essential to understanding how the media works because all media are consumed in a particular way. Therefore, understanding how and why different media are consumed is essential in learning why different types of media are successful or not.
In order to understand consumerism we first of all need to understand the consumer. Unlike the term "customer", which is defined in terms of a specific firm, the term consumer generally refers to anyone that engages in consumer behaviour.…
