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

Buying into the Nation: The Politics of Consumption and Nationalism

Buying into the Nation: The Politics of Consumption and Nationalism
Eleftheria J. Lekakis

Introduction: The Politics of Consumption and Nationalism

This chapter undertakes a study of the politics of consumption which places the nation at the heart of the examination of consumer culture. Consumption is a form of identification; as such, it can allude to one's national positioning, preference or politics. It can pronounce pride through the conspicuous consumption of a recognised national brand, as it might in the case of a national sports team. It can also pronounce the preference of a fashion symbol that signifies a fellow nation. Additionally, it can promote a politics through the rejection of and campaign against a specific nation. Yet, ...

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