Consumption Is Driven By Individualisation - 1441 Words

Consumption can be basically described as the process of purchasing and using an object or a service, however, this definition can be extrapolated to include the maintenance, repairing and disposal of said objects and services (Campbell, 1995). Consumption can also be viewed as the practise of employing goods and services as symbols and ‘systematically manipulating’ them to exhibit certain desirable abstract concepts such as wealth, status and capital (Baudrillard and Levin, 1981). Moreover, Consumption can be understood as the interplay between objects and the social meanings behind them that come together to define an individual’s identity, social connections and daily routine (Miller, 1987). Consumer Culture then, refers to a society in which individuals engage in consumption as the main form of social interaction and coordination, so much so that individuals identify each other as consumers of goods and services (Germov and Poole, 2015). Consumption is driven by individualisation, the establishing of a state of self in regards to ones choices, freedoms and responsibilities in an ever-changing and evolving world through purchasing and utilizing material objects to define oneself (Beck-Gernsheim and Beck, 2001). Consumer culture can be seen through both a critical or affirmative lens; the former concerns the exploitation of individuals and the ever-expanding ‘commodification’ of various aspects of everyday life (Adorno and Horkheimer, 1997), and the latter alludes to theShow MoreRelatedEssay about Consumer Culture and Identity2218 Words   |  9 Pagesa condition in which consumption is seen as having the role of increasingly mediating certain aspects of social relations and consumption has the symbolic ability to represent affiliation to a certain group and its lifestyles, as well as to generate a sense of identity.† The mention of identity in Fonseca’s definition brings about an understanding of the impact co nsumer culture can have on social agents, and not just on the economic or capitalism that comes with consumption. This essay willRead MoreExamine the Way/S in Which ‘Digitalisation’ Has Enabled Full Interactivity Between the Producer and Consumer; and as Consequence Side-Stepped Advertising and Changed the Entire Framework and Rules of the Marketing (Logan, 2010).2072 Words   |  9 Pagescustomised product can be ready to drive within a matter of hours. This alteration in consumer buying patterns means that now instead of selling an individual product, advertisers are conveying a lifestyle and ideal for consumers to aspire to. The individualisation people feel through digital means that there is a far greater desire to convey a sense of self. After all, as the world gets bigger, it becomes harder to stand out from the crowd. Many brand’s strategies have fed from this insight in the pastRead MoreScly1 Past Papers7036 Words   |  29 Pagesfeminism; attitude to careers; reconstituted families; cohabitation; confluent love; declining stigma; higher expectations of marriage; r emarriage; welfare provision; the ideology of romantic love; privatisation of nuclear families; legislation; individualisation; life expectancy; domestic division of labour; variations in the patterns. Analysis and evaluation may be developed, for instance through discussing the importance of different factors or by locating the debate between different perspectivesRead MoreHotel Thesis6924 Words   |  28 Pagesand cafes †¢ †¢ †¢ †¢ †¢ Digitalisation †¢ High in ICT crease †¢ Differentiation †¢ Individualisation †¢ Value for money †¢ Segmented market: Price vs. quality driven †¢ Digitalisation †¢ High inICT: ICT crease Internet booking †¢ Preparation, †¢ Differentiation cooling and Online infor†¢ Value for storage mation money Web 2.0 †¢ Convenience and snacking †¢ Automati†¢ Slight insation crease †¢ Preparation, †¢ Individualisation cooling and storage †¢ Conven†¢ Digitalisation ience and ICT snacking †¢ MultinationalRead MoreHistorical Trends and Development of the breakfast cereal market12998 Words   |  52 Pagesas porridge, which, will be the main focal product for Outside The Box (OTB) cereals at the start of its operation. Since the mid-nineties, consumption of breakfast cereals has shown steady growth, although in 2008, the UK economy was hit by the recession, which saw the sale of breakfast cereals alongside other food items slowdown. However, the consumption of hot cereals, which had been in long-term decline, has risen over the past 5 years. The cold weather experienced at the beginning and end of