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There was a time when everything was so simple, uniform, certain and solid. When people continue living the same way for many generations, but as Marshall Berman once said, “All that is solid melts into the air”. What we once know of and were familiar with became something strange, ambiguous, exciting but also frightening at the same time. We have come to the period that differences and changes are considered good. This so-called period is known as “modernisation”.
Modernity occurred after the period of industrialisation during the late 18th century where new standards of living and manufacturing systems were established. Later, the new power of American Capitalism emerged in the 19th century adopting a new economic system focusing only on making the highest profit out of consumers by creating mass standardised goods. As a result the economic cycle of demand and supply must be made sustainable, basically not over manufacturing commodities when compared with the consumers’ demands, so it is crucial to encourage people the idea of being good consumers which is to keep spending money…