What kinds of understandings and knowledges about identity and gender have been generated from the study of consumption in everyday life?
The problem with theories on consumption in everyday life is that no matter how many specialised niche groups consumers are reduced to, there will always be a certain amount of generalisation. This becomes even more problematic when one considers the rise of what could be described as a postmodern condition, where individualism is exaggerated and accentuated. However, despite individual choices, theories on consumption often apply to patterns of behaviour which can be generalised because they are non-specific.
The process of brand association is a pattern of consumptive behaviour whereby a consumer will, through the purchase of a commodity, attempt to communicate an aspect of themselves which is in agreement with the culturally accepted meanings of that brand. Of course the understanding of meaning of a particular brand depends heavily on cultural capital, so such a non-verbal communication of the self will only have meaning to those who understand the language of brands. In terms of fashion and clothing, there is a strong link between what consumers choose to wear and the identity they are attempting to communicate, as Anne Cronin points out: "The body can be made, through dress, to play any part it desires, as gender coding is displaced from the body onto the dress." Related to this kind of marketing of the self is the notion of oppositional consumption or brand disassociation. Consumers may make statements, either through what they wear or what they say, for example a teenager in a black hooded top and baggy combat trousers could imply that he is inviting assumptions regarding his attitude to sportswear. Equally, by making the statement verbally "I would never buy GAP or Nike", brands are clearly being interacted with, even though this interaction is oppositional.
Baudrillard's concept of consumption based on the sign value of a commodity rather than its inherent use value applies to all sign related consumption decisions. In terms of domestic technology such as television sets, washing machines and microwave ovens, sign values become less prominent, when compared to fashion. Their role in shaping the identity of a consumer is carried out on a sub-conscious level in a more gradual way. If, for example, a television set is bought, several decisions will be made relating to the environment in which it will be situated. As Richard Ling suggests, consumers develop an aesthetic system which determines the "pride ofplace" that an item of domestic technology will be situated in. He goes on to suggest that consumption of technology also has a role in determining the presentation of the self, stating that specific purchases can be an indication of consumer taste.
The consumption and use of portable technology is a more pronounced and meaningful use of the sign systems of technology. The proliferation of mobile phones and laptop computers is also creating the strange phenomenon of mobile privatisation, of a creation of private spaces in public and a blurring of both the private and the public. Technology is traditionally associated with ideas of youth and the sophistication of humanity, and thus any consumer of an item of technology which could be considered up to date, associates themselves with these concepts. Technology is also traditionally a male domain, computers, hi-fis, computer games are mostly marketed to a male demographic. The mobile phone is universal in its appeal, both as an item of technology, perhaps even as a toy and as a means of communication. Recent trends relating to the changeable appearance of phones could be seen as a metaphor for how consumers perhaps have multiple identities depending on the circumstances. Fascias, ringtones and on-screen logos are used to represent aspects of the owners personality, in much the same way as clothing is. In addition to the visual aspect of mobile phones is the development, through use, of a specialised, language of the text message. This abbreviated language, which does away with certain vowels, creates a sense of rapidity and economy, both of time and of action, the informal nature of this language has youthful connotations.
Most theories concerning the construction of identity centre on the external as a means of presentation of the self, but it is the internal processes which determine these externalisations of the self which are just as important. Media effects theory deals with the role that the media has in shaping the inner self, and Stuart Hall has categorized three distinct phases in the development of the theoretical self. The Enlightenment era theory rested upon the idea of a fixed, constant identity, linked to the concept of the soul or spirit. Theories of the modernist period, particularly sociology, maintain that identity can change over time, depending on interaction with others and experiences, that it can evolve and progress. Postmodern thought claims that there is no fixed, singular identity, rather a multitude of interchangeable ones, created by the consumers themselves to suit different circumstances in their lives. The continuing debate over the nature of identity is difficult to resolve, due to the high degree of individualism and the fact that the identity is an abstract concept, something which cannot be seen or analysed definitively. The negotiation of meaning which occurs with a consumer's exposure to a media text happens in much the same way as a consumer reads the meanings in certain commodities. If a text propagates an ideology which is at odds with the consumer's, then they are likely to maintain their oppositional stance, possibly even strengthening their objections, in much the same way as a consumer with a developed global conscience may reject GAP for ideological reasons.
With regard to theories which empower the consumer over the media or corporations, the implication is that the identity is something strong, with consumptive choices reflecting and perhaps influencing aspects of the identity, but not defining it. It is the theories which believe that consumers are weak minded, propagated by the
Bibliography
Du Gay, Hall, Janes, Mackay & Negus; Doing Cultural Studies - The Story of the Sony Walkman (Sage, 1996)
Barker, C; Cultural Studies Theory and Practice (Sage, 2000)
Gauntlett, D & Hill, A; TV Living - Television, Culture and Everyday Life (Routledge, 1999)
Skirvin, F; 'Leper cult disciples of a stillborn Christ': Richard Edwards as meaningful in his fans' construction of their identities. (www.theory.org.uk/manics.htm, 2000)
No comments:
Post a Comment