Recent developments in Varanasi and its promotion in media made the city an attractive tourist spot. With which theory can this example be associated with?

Culture of consumption

The correct answer is Option (2) → Culture of consumption

The example describes how Varanasi’s image is being shaped and promoted in the media to attract tourists, turning it into a desirable product for consumption (in this case, tourism).

This aligns with the “culture of consumption”, which refers to:

• How commodities, experiences, and even cultural sites are packaged, marketed, and consumed.

• Media playing a key role in shaping desires and aspirations, often turning places, lifestyles, and traditions into marketable experiences.

Why other options are incorrect:

• ❌ Option 1: Corporate culture – Refers to company values, practices, and behavior in business organizations.

• ❌ Option 3: Globalization of culture – Involves cross-border blending of cultures, not the commercialization of local tourism.

• ❌ Option 4: Conscious consumption – Involves ethical, sustainable consumer choices, not tourism marketing.