El consumismo y la pérdida de identidad cultural

Abstract

The present research work with the theme "Consumerism and the loss of cultural identity" has as its main objective to create a degree of awareness in the viewing public of how consumerism has been an evil that has been growing by leaps and bounds and that every day It is gaining more acceptance within society, this social problem has not been given due importance on the influence that this problem has in terms of the loss of cultural identity, causing our culture to be affected over time. general and is left in oblivion. Consumerism is considered as the purchase or accumulation of goods and services that are considered non-essential, on a large scale its consequences are irrelevant, they compromise the economy, natural resources, society and culture. Its origin goes back throughout the 20th century as a direct result of capitalism, and also with the appearance of advertising, which encouraged consumption and generated new needs in the consumer, since advertising conveys the idea of ​​satisfaction and personal happiness. induced by consumerism. The lack of identity of people by not knowing what their essential needs are, and trying to imitate television characters or other stereotypes, induce in people a lack of personal identity to consume certain products considered unnecessary, as a consequence of this it brings. I get infinite needs that cannot be easily supplied. Painting has been chosen as a means of artistic expression to carry out this work since it is one of the oldest expressions, in addition to being one of the seven fine arts, painting is considered a universal category, due to the number of applicable techniques, the supports where it can be done and the materials that can be used, nowadays even using digital media. In order to achieve the objective of the investigation, an artistic work of 1.50 cm x 1.10 cm has been made with acrylic paint, which consists of 6 clearly visible elements, which represent culture and consumerism respectively, where it is represented how consumerism is destroying Ecuadorian culture and therefore brings with it the loss of customs and traditions, endangering the loss of cultural identity of Ecuadorians. In order to convey this message, three sculptures have been made, which are being broken and by doing so through them, three referent products of consumerism emerge. Through this work of art, the level of threat that consumerism brings to society and its culture will be revealed, which by not giving it due importance, can bring disastrous consequences for the human being, within society. , their customs, traditions and their cultural identity. And thus sensitize the viewing public about their ideas about consumerism and how it affects the culture of our country.