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Subject/Object Relations and Consumer Culture
Subject/Object Relations and Consumer Culture
Shona Bettany
Introduction: the ubiquity of subject/object relations

It is possible to argue that all work on consumer culture deals explicitly or (more often) implicitly with subject/object relations. This chapter therefore moves between the implicit and explicit to render an understanding of the vista of theoretical underpinnings around subject/object relations and consumer culture. The chapter begins with studies of consumer culture and qualitative and interpretive culturally-oriented consumer research and examines their implicit underpinnings, and the political/ideological assumptions of the nature of subject/object relations that endures even in work that purports to challenge these assumptions, using three exemplar texts to illustrate the arguments made. The chapter then moves outwards into the broader disciplines that concern themselves with consumer ...

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