The Society of Spectacle and Some of its Particularities in Romania

Contemporary globalized society is a society of spectacle whose predominant feature is the supremacy of images on ideas and where the consumer no longer focuses primarily on the acquisition of goods and the use of classical services but on the multiplication of consumption experiences and the pleasure of experimentation itself, both of them easily obtained, at low costs and risks-free. Thus, the entertainment, which occupies an increasingly important place in the values’ hierarchy of the society of spectacle, tends to rapidly cover this hedonic dimension of consumption manifested through the exaggerated desire of people to have fun and easily spend their free time, at the expense of the values of the high culture. In this context, the purpose of our research is to show how important are these mutations concerning the behaviours of young consumers. Also, we want to signal the risk that these mutations could become real behavioral traits of younger generations of consumers.