It used to be a privilege for men, specifically white men, to be seen as individuals in Western civilization and to have a recognised self. Edward Said and Simone de Beauvoir were both pioneers in demonstrating how the development of a Self (reserved for white men) has always come at the expense of others, that, discursively, made other white women and people of colour of all genders contrasted with the personal self. However, since Said and de Beauvoir’s time, the world has been globalised and decolonized. However, in a globalised society, everyone is expected to compete fairly for the benefits that capitalism can offer. It is frequently viewed as a personal failing if we are unsuccessful and underprivileged. Consuming the appropriate, contemporary items that can communicate our desired level of social standing has become more and more important. The black female figures in Angie Thomas’ 2017 novel The Hate U Give are repeatedly reminded that being treated as a person is still mostly a privilege of white men. The article will analyse the consumption of the materials for creation of the individual Self.

capitalism, consumption, coloured people, self, identity.