Identity matters in all sorts of ways in the academy and in everyday life. The concept has been used in a variety of fields of study, especially from the 1970s in relation to politics, through what was called identity politics and as a focus for understanding some of the national and ethnical conflict in the global arena, which characterized the latter part of the twentieth century. Identity brings together personal investment and the social worlds in which those investments are made and which shape who we are. The concept of identity has particular resonance within the field of the study of consumption. The relationship between production and consumption has been transformed and traditional certainties subverted through new processes and practices, including a massive reconfiguration of ...

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