Novak: navigating identity in a commodified reality

• Main Author: Tan, Nicole YingLi
• Other Authors: Ng Ee Ching, Candice
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2024
• Subjects: Arts and Humanities; Graphic design; Speculative design; Design futures; Branding; Editorial design; Interactive installation; Packaging; Web design; Consumerism; Authenticity; Alienation of self; Commodification; Late-stage capitalism; Privatisation; Critical theory; Control; Illusion of choice; Material desire
• Online Access: https://hdl.handle.net/10356/177482
• Institution: Nanyang Technological University

The pervasive influence of capitalist structures, characterized by an extensive control over individuals and the commodification on of nearly all facets of existence, engenders a profound loss in the sense of authenticity and a pervasive alienation from our true selves. In an era of hyper-consumerism, the rise in privatised power over limited resources has led to an increase in isolation amongst individuals and an increase in incongruence in individuals’ self and conformity. This has led to a questioning of the sociological impacts of Late-Stage Capitalism. As such, there is a need to investigate the evolution of late-stage capitalism throughout history and the impacts of consumerism on individual identities. Through both primary and secondary research, an overwhelming amount of evidence points to an eroding trust of the public with conglomerates and how monopoly of power leads to exploitation of consumers and wealth inequality throughout history. With such an issue that persist across the ages, how do we then reconcile with the inevitability of this enduring sociological issue? The first section of this paper investigates the correlation between hyper-commodification in current contexts and its impact on identity and authenticity of self. The second section of this paper investigates a speculative design direction, and outcomes serves as a counterfactual thought experiment. The result of this project serves not just as a critique or commentary of the inevitability of eroding authenticity in society, but a speculative design on what pharmaceuticals could potentially offer through a remedy for material desire. Hopefully, by providing this scenario using diegetic prototypes and props, the project can offer itself as a probable possibility of overconsumption that challenges prevailing assumptions. Keywords: Authenticity, Alienation of Self, Commodification, Late-Stage Capitalism, Privatisation, Identity, Critical Theory, Speculative Design, Branding, Control, Illusion of Choice, Material Desire