Consumption is not only an economic but also a social and cultural process. Consumption prefe- rences of individuals is a part of their non-verbal communication. Perceptions created by displayand symbols are effective in shaping the needs of individuals. Preferences is the result of a culturalselection process in the act of consumption. Hedonistic behaviour of consumption is often seen intoday s societies. Every individual makes his preferences in accordance with the consumption styleof the social groups in the social structure that he would like to be a part of. Messages received th- rough mass media is effective forming consumers tastes and preferences. Tastes and preferencesformed by the perceptions created by means of media. The mass media reinforces the idea thatthe Individual can attain the identities he would like to have in the society by means of consumpti- on. In this study, social identities, individual- object relationship, and in the context of belonging,individual s needs manipulated through the mass media are studied.