Consumers engage in irrational religious behavior by sacrificing personal well-being for material possessions, equating consumerism with religious practices. The messaging of global capitalism shapes desires and limits choices within a set framework, offering an illusion of freedom. Slavoj Zizek emphasizes the importance of deconstructing the ideology presented in media to become more aware of internalized messages. By analyzing how media influences beliefs and desires, individuals can gain a critical understanding of societal norms and values.

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