Exploring the role of Hyperreality in establishing the selfidentity of a postmodern Pakistani consumer

Abstract

Hyperrelity is one of the contemporary phenomena that gained the attention of researchers all across the world. The research aims to find the course of hyperrelity in Pakistan. The research starts with basic concept of self-identity then moving on to consumer self-identity, postmodernism, hyperreality, eventually hyperrelity helping a consumer to define self-identity. The concept has evolved over the course of time and can be witnessed in different forms of life. The research paper is an attempt to explore how a Pakistani consumer is using hyperrelity to his/her advantage and how is hyperrelity helping a consumer to refine the self in the light of hyperrelity. The research provides insightful information about how a Pakistani consumer perceives hyperrelity to be the part of his daily life.