IMPACTS OF CONSUMERISM ON URDU FICTION

Abstract

Consumerism is a pivotal tendency of today. Scientific development, modern technology, inventions, facilities, improvement of living standards, free media and advertising have further strengthened this inclination. Today’s world is ruled by corporate companies. One of the downsides of consumerism is that it has made everything in a commodity. Themes such as collapse of common values, materialistic thought, oppression, exploitation, mental stress, social alienation and loss of self-identity are some common features expressed in Urdu fiction. Consumerism is also benefited by electronic and print media, social media and modern technology. Urdu fiction is highly influenced by these facts. The article sheds light on the vast impact of consumerism on Urdu fiction.