The word “consumption” first appeared in the 14th century to describe any potentially fatal wasting disease–that is, any condition that “consumed” the body. In our postmodern society  few things play such an influential role in our lives’ consumerism. Consumption in modern times is intimately tied to the creation and production of a sense of self and identity. The Alterity in post modern times provides consumption of goods, things and objects as a destructive, artificial and illusionary means of self discovery – ‘I consume therefore I am’.