The Image

We live in a world in which technics play an ever more dominating and defining role. Contemporary society has grown together with the technics to the extent that they model our desires, habits, ideas, goals, where the key idea turns out to be the functionality of the object. A power system of objects.
At the same time the new technics turn out to be more instruments than their mechanical predecessors. They pave the way for systematizing, catalogizing, classifying in distinct folders or headings, and impose the idea of a world in which the “image” becomes more meaningful than the object itself.
The personalized choice of the advertising strategies, riding on the ideology of advertising and mass media, leaves us with the freedom to consume. A slogan from an advertising for disposable bikinis, presented in the Bulgarian media, invokes instantaneous and immediate consumption: “Wear, tear, throw away” – cheap and convenient.
Every one has the right to realize themselves based on their consumption. How does the notion of community change as a result of this irradiation? How are the links and relations in the community built on top of consumption, buying and using? Is not cultural identity in contemporary society rather a question of image, marketing strategy and purchasing power?