Consumption and Identity: Postmodernist approaches
- Created by: HBN_18
- Created on: 06-03-18 19:51
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- Consumption and Identity: Postmodernist approaches
- Lyotard (1984) aspects that mould peoples identities:
- Consumer Choice
- Peoples Taste
- Type of goods they buy e.g brands
- Their choice of food and drinks.
- Leisure Choices
- Holidays
- Clubs
- Spas
- Consumer Choice
- Globalisation
- Globalisation create a more complex and fluid world.
- Marked by constant change and cultural diversity
- Global Media
- Globalised consumer products, global brands, chain stores and increased migrations
- Generates a more diverse globalised local communities
- Global migration and diasporas expose people to a range of cultural groups in communities
- Internet and new media enable instant communication, access to other cultures and ability to create online identities
- Globalised consumer products, global brands, chain stores and increased migrations
- Glocalisation
- Global products are adapted to local communities
- Studies
- Strinati
- Global travel and tourism open up new experiences
- Globalisation create a more complex and fluid world.
- Evalutaion
- Global culture dilutes/ weakens national cultural and identities
- Growing risk and uncertainty. Identity becomes more unstable and fluid.
- Work becomes more insecure as a source of identity as manufacturing and jobs move to other countries.
- Postmodernists view that we are free to adopt and lifestyle of identity is limited by:
- Working life and occupation
- On time and money
- Social Class
- Unequal distribution of wealth and income - only the most well-off have a real consumer choice
- Age
- Age-related laws and income will limit choice
- Family Life Cycle
- Cost of rent and children for young couples
- Old people have ill-health and less income restricting leisure activities
- Gender
- Feminists have shown women have less time, money and opportunities for leisure activities
- Ethnicity
- Ethnic groups will make choices according to normas and values in their ethnic group
- Profit
- Marxists: large corporations control and manipulate people's choices of consumer spending and leisure activities
- Working life and occupation
- Lyotard (1984) aspects that mould peoples identities:
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