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.

Imagining Identity in the Age of Internet and Communication Technologies

Imagining identity in the age of internet and communication technologies


Consumer culture has emerged as a defining feature through the twentieth and into the twenty-first century. The rapid diffusion of communication technologies has enabled consumer culture to influence a diversity of people, places and practices with rich opportunities and themes to define and construct identity. At the same time, Internet and communication technologies offer a wealth of different opportunities to express identity, and many of the inherent features of Internet and communication technologies make them contrary to many of the underlying values and trajectories consumer culture has manifest. This has established a dynamic state in which ‘consumer’ culture is transforming towards more fluid and virtual expressions ...

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