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 4: Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective
Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective
There is distinct shift in the consumption pattern of urban youth in India from necessity-based consumption to conspicuous consumption that is fuelled by their newly founded desire for coveted commodities and services and enhanced propensity to consume. The market forces tend to keep pace with latest trends and choices of the youth who have flair to establish and ‘show off’ their identity as ‘modern people’. A large number of such people treat possession of consumer goods, engagement with leisure enclaves retailing global brands and services, spas and other personal service stations prioritizing the self over community hitherto characterizing ...