ISBN 9788132111276,Consumer Culture, Modernity and Identity

Consumer Culture, Modernity and Identity



SAGE Publications Ltd

Publication Year 2014

ISBN 9788132111276

ISBN-10 8132111273

Hard Back

Number of Pages 444 Pages
Language (English)

Consumer issues

This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes lifestyle choices and construction of modern identities fashion and advertising and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as How do people imagine modernity and identity in consumer culture? What does modernity or being modern mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity


I: Lifestyle Choices and Construction of Modernist Identities

The Rich and the Super-Rich: Mobility, Consumption and Luxury Lifestyles
Shop Talk: Shopping Malls and Their Public
Consumer Agency of Urban Women in India
Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective
Imagining Identity in the Age of Internet and Communication Technologies

II: Global Markets, Local Needs: Fashion and Advertising

Structural Changes Rather than the Influence of Media: People's Encounter with Economic Liberalization in India
Fashion, Advertising and Identity in the Consumer Society
Cultural Politics of Branding: Promoting KamaSutra in India
Shopping for Fashions in Post-socialist Russia
Sales Tours or How Czech Seniors Learned to Love

III:Subaltern Concerns and Moral Subjectivities

Politics of Consumption, Politics of Justice: The Political Investment of the Consumer
Ethical Consumption in the Global Age: Coffee's Promise of a Better World
Consumer Culture and Turkish Poor Youth's Identity: Issues of Vulnerability and Exclusion