Consumption and Identity: Postmodernist approaches

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  • 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
    • 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
      • Glocalisation
        • Global products are adapted to local communities
      • Studies
        • Strinati
      • Global travel and tourism open up new experiences
    • 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

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