It refers to the presence of an all-pervasive set of behaviours found across cultures and societies, and are heavily dominated by the consumption of commercial products and services. It lays greater emphasis on individual freedom and choice with regard to the consumption decisions taken by the consumers. Such culture today is heavily influenced by the concept of ‘modernity’ whereby the consumers are no longer restricted by the confines of conventions and traditional norms but instead are freed by the ability to choose based on social trends and rationality (Slater, 1997).
The advent of the twentieth century witnessed a drastic change in the manner in which consumption was defined and perceived. It now entailed within its purview a revolutionary practice led by enlightened consumers with far greater spending capacity as never before. The range of technological advancements and innovations that coincided with such changing trends further helped shape and reaffirm its position as a dominant factor in production and consumption (Hesmondhalgh, 2007).
A gradual shift toward the establishment and emergence of cultural and creative industries was observed whereby the complex and conventional organisational structure gave way to a highly variable and dynamic one. Such increased emphasis and significance of cultural and creative industries highlighted the inter-relationship between the various technologies used for production and the symbolic informational goods that were being consumed in a highly dynamic consumer society. The conventional ideological needs of the state were being redefined and transformed by the widespread assimilation of the consumer culture whereby the entire system was restructured with the influx of creative labour (Healy, 2002).
The concept of ‘culture’ which was historically been used to describe a mere prestige expenditure gradually made its