- Subject index
The last decade has witnessed a clear and steady rise of interest in consumer culture. Many commentators now argue that consumption rather than production is the axis of personal identity and meaningful social action - a standpoint that reverses the traditional view that consumption is an incidental, trivial feature in contemporary culture. This shrewd and probing book seeks to theorize shopping as an autonomous realm. It avoids the reductionist characteristics of economics and marketing. At the same time it avoids the moralizing tone of many contemporary discussions of shopping and consumption. The book uses an interdisciplinary resource base and comparative data to build-up a convincing analysis of the meaning of shopping
Why should anyone not directly involved in marketing or retailing choose to do research on shopping? This is a natural enough question given that at first sight shopping does not appear to be a phenomenon of any particular societal significance, especially when compared with the long list of serious social, political, economic and environmental issues that face modern Western societies at the end of the second millennium. When set against such widely debated issues as globalization versus localization, communal integration versus disintegration, and individualization versus tribalization, not to mention the growing anxiety over the threat to the planet itself (environmental pollution and so on), shopping appears to be a topic of very marginal significance.
However, the last decade has witnessed a considerable growth ...