Consume and Assimilate

"The reality is that modern consumption is not simply about shopping because what we are buying is not simply goods and services. Modern consumption is about buying meaning for ourselves. It is about the way we construct ourselves, the vantage point from which we want to look at the world. It is, therefore, becoming the defining focus of a new kind of civilization. What was once just a matter of producing goods has become a way of producing culture and meaning, for what we consume has merged into what provides us with our meaning. The road to this meaning, however, is reached only by a path that runs through a valley of choice so diverse and so multilayered that it is easy to become lost."

Quoted from "Above All Earthly Pow'rs" by David Wells (pg.77)