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.

Consumer Culture and Turkish Poor Youth's Identity: Issues of Vulnerability and Exclusion

Consumer culture and Turkish poor youth's identity: Issues of vulnerability and exclusion
Melike AktaşYamanoğlu


Although consumption has always been an important part of the social life, in a consumer society it acquires unprecedented importance for which reason, among others, it has largely been of interest to sociologists. In a general sense, consumer society is understood as one in which a consumption-centred lifestyle is promoted, encouraged and rigorously reinforced. One of the prominent roles of individuals in society is that of a consumer. The performance of ‘consumer role’ becomes a criterion of assessing success and a principle that regulates the distinction between inclusion in or exclusion from consumer society (Bauman, 2007: 53). While many studies have ...

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