THE PROCESS OF ALIENATION OF COMMUNICATION IN THE CONSUMER SOCIETY: A LOOK AT THE CONSEQUENCES FOR THE ENVIRONMENT

Abstract

The process of alienation of communication in the consumer society reveals a growing disconnection between individuals and the impact of their consumption habits on the environment. In this context, communication acts as an instrument that perpetuates consumerist values and practices, often ignoring the environmental consequences. Advertising and media discourses promote an idealized view of consumption, where success and happiness are linked to the acquisition of goods and services. This phenomenon contributes to the alienation of the public, discouraging reflection on the ecological impacts of everyday actions. The illusion of abundance and planned obsolescence reinforce the idea that natural resources are infinite, driving consumers away from sustainable practices. The critical analysis of this communicational alienation allows us to understand how society is conditioned to consume without considering environmental damage, reinforcing the need for communication that promotes awareness and ecological responsibility. This study suggests that the change in the communication paradigm can reverse the situation of alienation and promote a more conscious and sustainable consumption.