Rõhumist
Rõhumist is a term used in Estonian-language discourse to describe the public demonstration of wealth, achievement, or identity aimed at enhancing social standing. The concept covers actions ranging from ostentatious displays by individuals to strategic messaging by brands or political actors that foreground prestige and status.
In media and digital culture, rõhumist is discussed as a factor in aspirational culture and influencer economies,
Research and criticism of rõhumist typically frame it as a form of impression management and conspicuous consumption.
Common expressions of rõhumist include public displays of luxury or achievement, prestige branding, carefully staged personal
See also: conspicuous consumption, ostentation, self-presentation, personal branding, reputation management.