Myth

Myth is the term used for the circulation of ideology through representation for particular ideological statements. It refers to de-politicisation or naturalisation of political ideas or values. Myth also favours consumer sovereignty. Myth sets up freedom of choice for the consumer.  It presents affluences as naturally as desirable as an existential ideal and depicts all aspects of the world as commodities to be consumed. Myth defines existence as a matter amongst commodities available to be consumed.