REPRESENTATION OF CAPITALISM IN DIGITAL ADVERTISING AND ITS IMPACT ON LIFESTYLE
DOI:
https://doi.org/10.36312/gama.v1i1.2Keywords:
Digital Advertising , Capitalism , Consumptive Lifestyle , Media Literacy , RepresentationAbstract
Research This aiming to study representation ideology capitalism in digital advertising as well the impact to formation style life consumptive society . Using approach qualitative with method studies literature , research This analyze various source For identify digital advertising delivers values capitalistic through narrative , visuals, and personalization data- based . Research results show that digital advertising no only promote products , but also in active construct style ideal life that is materialistic , individualistic , and oriented towards social status . Social media and algorithms play a role significant in strengthen effect psychological advertising , especially in the younger generation young , which leads to culture consumptive excessive and potential impact psychological negative . Research This conclude that critical media literacy is solution important For increase awareness and reduce influence negative digital advertising
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