The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture

Consumer Culture Theory: A Front-row Seat at the Sidelines

Consumer Culture Theory: A Front-row Seat at the Sidelines

Consumer Culture Theory: A Front-row Seat at the Sidelines
Linda L. Price

In pursuit of knowledge, every day something is acquired. In pursuit of wisdom, every day something is dropped (Lao Tzu, cited in Weick 2006, p. 1727)


Long ago I lived in Pittsburgh and went to Pirates’ baseball games typically sitting somewhere between 3rd base and home plate. I was new to the game. My prior experience included occasionally watching a World Series baseball game on television with my dad. Consequently, I was trying to make sense of both what was happening on the field and what was happening in the stands around me. I spent as much time watching ‘regulars’ record stats as I spent watching ...

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