Abstract: Material object is a sign which exists in the system of meaning discrimination and expression, and it is a concept in culture. Material objects in consumer society show the features of a system that is dominated by cultural ideas with the human sense of orientation. The development of material culture in consumer society necessitates the insatiable pursuit of material objects, because the prospect of material objects comprises the man-material relationship in consumer society and the foothold of consumer society falls on material. As the pursuit is based on the substantiality of material and it tries to avoid the certainty of death, the foundation is unstable and the result is the sense of helplessness in face of death. Transformative operations of signs can lead to different orientations of meaning, and the orientation should be chosen on the basis of good instead of truth. The cultural project that rests on material will not lead us to the orientation of good.

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