- Subject index
The last decade has witnessed a clear and steady rise of interest in consumer culture. Many commentators now argue that consumption rather than production is the axis of personal identity and meaningful social action - a standpoint that reverses the traditional view that consumption is an incidental, trivial feature in contemporary culture. This shrewd and probing book seeks to theorize shopping as an autonomous realm. It avoids the reductionist characteristics of economics and marketing. At the same time it avoids the moralizing tone of many contemporary discussions of shopping and consumption. The book uses an interdisciplinary resource base and comparative data to build-up a convincing analysis of the meaning of shopping
Chapter 7: Shopping, Pleasure and the Sex War
Shopping, Pleasure and the Sex War
This chapter is an attempt to interpret the main findings of a research project aimed at studying people's attitudes to ‘shopping’.1 The data concerned were obtained through group interviews with both men and women between the ages of 25 and 45 and drawn from socio-economic groups A, B, C1, C2 and D. They took place on the premises of a market research agency in Leeds between October 1991 and May 1992. Analysis of the interview transcripts suggested that the central findings were (a) a wide variation in the extent to which individuals expressed a positive attitude toward this activity, and (b) that this variation correlated with gender more than with any other single variable. ...