Women in Facing Self-Reward and Branded Goods

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Recently, social media has become a stage for self-reward, where individuals who have worked hard or strived in various activities celebrate their achievements through purchases, especially branded goods. This phenomenon is particularly noticeable among women, who have a more dominant inclination towards shopping than men. This dynamic reflects the role of women as objects in the context of consumerism.

Before delving further, let's dissect the concept of consumerism. Consumerism is a social and economic phenomenon where society focuses on consuming goods and services as a primary aspect of their lives. In the context of your writing, you discuss the relationship between income, expenditure, and considerations regarding genuine needs in daily life. However, consumerism tends towards extravagant spending and wasteful wealth depletion, which can negatively impact the economy and social behavior (Al-Saaedy, 2023).

The principles of consumerism emphasize consumption as a fundamental component of human existence, asserting that the fulfillment of material desires is crucial for achieving happiness and self-actualization. In this framework, consumption is recognized as an inherent aspect of human life, encompassing essential needs such as sustenance, clothing, and shelter. External influences, including advertising, societal pressures, and environmental trends, play a vital role in promoting consumerism, urging individuals to react to external stimuli and make purchases driven by necessity and desires triggered by their surroundings.

Furthermore, this principle instills the belief that the ownership of specific items reflects social status or an individual's desires, influencing how one is perceived in social or professional environments. Criticizing the notion that possessing certain commodities is a prerequisite for acceptance in particular settings indicates resistance against social norms perpetuated by the principles of consumerism. This entire discourse underscores the importance of introspection regarding one's self-worth and understanding one's actual needs to achieve balance amid the impacts of consumerism in daily life while simultaneously upholding sustainability and equilibrium.

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Women are often the primary target of branded product advertisements and marketing strategies. Social media reinforces this image by presenting a lifestyle associated with owning branded goods as a symbol of success and happiness. In this atmosphere, women may feel compelled to purchase branded items as a form of self-reward, celebrating their achievements or hard work.

Furthermore, shopping activities become a ritual involving women in the experience of consumerism. In social media, they often share photos and stories of newly acquired branded items to build identity and self-image. This creates a cycle where purchasing branded goods is not only a response to advertisements but also a way to construct and maintain a self-image online.

However, it is essential to remember that this phenomenon is not universal, and the pressures of consumerism do not influence many women. Additionally, societal awareness regarding gender stereotypes and the role of women in consumerism is increasing. Debates surrounding women's empowerment and freedom in choosing how they spend their money are also emerging as part of this dynamic. This phenomenon illustrates how social media and consumerism are intertwined, creating dynamics involving women as the primary subjects in the consumption practice, especially in a self-reward context. However, questions arise regarding the concept of income and expenditure for women in such cases.

Income represents the money or other resources an individual acquires, while expenditure includes money spent on purchasing goods or services. As part of human life, consumption becomes necessary to meet basic needs such as food, clothing, and shelter. The most crucial aspect emphasized is how essential the purchased goods are. Another consideration is that the ownership of specific items can influence how we are accepted in a particular environment or job. This reflects a phenomenon where material wealth is sometimes seen as a symbol of social status or social attractiveness. However, it is essential to remember that material possessions should not solely determine one's value.

Purchasing branded goods as a form of self-reward can position individuals for acceptance in a particular environment. This can be a reflection of social norms and expectations imposed by society. Over time, more individuals are challenging these norms and striving to understand their self-worth without being overly influenced by external standards.

Consumer psychology is vital in understanding why people buy certain items and not others by examining the decision-making process, social persuasion, and motivation. Consumerism is a tendency towards extravagant spending and wasteful wealth depletion, which can negatively impact the economy and social behavior. Consumer behavior is influenced by various factors, including general and narrow environments, sociodemographic, psychographic, biological, and situational factors. Culture, particularly a country's culture, is a crucial aspect of the prevailing climate influencing consumer behavior. Examples of national culture include hierarchical or fatalistic culture.

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Women must cultivate personal awareness of their self-worth, realizing that satisfaction is not dependent on possessing branded commodities. They must introspect their authentic requirements to achieve fulfillment and resilience daily. Additionally, enhancing consumer education has become necessary, especially in understanding consumer psychology and the consequences of consumerism. This education facilitates the development of awareness regarding external pressures influencing consumption decisions and advocates for prudent purchasing choices.

In the realm of women's empowerment, providing support in financial decision-making is paramount. This requires improving financial skills, fostering high self-esteem, and emphasizing values that are not solely dependent on material possessions. Moreover, supporting a constructive role for social media can shape a healthy lifestyle and wise consumption preferences. Social media serves as a platform to cultivate awareness and create space for discourse on consumerism while simultaneously highlighting non-materialistic values.

Understanding the influence of culture, encompassing both general and national cultures, in shaping consumer behavior is equally important. This understanding helps overcome stereotypes and expectations that may impact women in the context of consumerism. Through these steps, women aspire to actively engage in consumer decision-making, balance needs, and genuine values, and ultimately attain a more sustainable form of happiness.