KONSUMERISME MASYARAKAT KONTEMPORER DALAM PEMIKIRAN HERBERT MARCUSE

Abstract

Consumption is a need that cannot be separated from humans. Consumption plays an
important role in human life. However, there is a paradigm shift in the realm of consumption
in this contemporary era. In Marcuse's thinking that the consumptive lifestyle of today's society
is a lifestyle consumption that is favored by developed industrial societies. So that every
individual in an advanced industrial society has lost the power to think critically as a form of
resistance to technology and the consumptive lifestyle. This study aims to elaborate on the
thoughts of a modern philosopher, Herbert Marcuse, in studying the phenomenon of
consumerism in contemporary society. The type of research used is library research with a
philosophical approach that has the purpose of tracing and studying data or information about
the thoughts of figures. The results of this study found that consumerism that occurs today
according to Marcuse's thinking is that there is a totalitarian logic that forms consumerism.
So that the totalitarian tendency of technology has formed a one-dimensional pattern of
thinking and behavior, namely a society that cannot extricate itself from the influence and
dominance of technology.