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.
Chapter 1: The Rich and the Super-Rich: Mobility, Consumption and Luxury Lifestyles*
The Rich and the Super-Rich: Mobility, Consumption and Luxury Lifestyles*
In the wake of the global recession, the emergence of a new cohort of the wealthy, widely dubbed as ‘the super-rich’ has become more prominent. The expanding range of digital communications and transport technologies, coupled with 24-hour financial market trading and an array of offshore financial services provided in tax havens, has enabled a new type of mobile lifestyle for the growing strata of the rich and super-rich — increasingly referred to as ‘high net worth individuals’ and ‘ultra — high net worth individuals’. Members of this group can be found in a number of locations around the world, moving between prestigious residential areas of global ...