Another group of postmodern sociologists argues that the blurring of the old class boundaries is due to the growth of consumer culture. Consumer culture makes it possible for individuals to pick and choose their own identities based on what they consume.
Society is increasingly based on conspicious consumption and lifestyle choices. Higher wages for many people mean more disposable income is available to buy and live the lifestyle that individuals want. Lyon (1994) suggested that the postmodern world is a consumer society. In the Postmodern view the expansion of popular culture results in the decline of traditional class cultures. Individuals can pick and mix from different styles of which were traditionally associated with one distinct social class. Football is a good example here. Once the sport of the working class, football has become a crucial part of popular culture, enjoyed by the masses of the UK, regardless of their class background.
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