This edited collection explores the notion of agency by tracing the
role and activities of consumers from the pre-Internet age into the
possible future. Using an overview of the historical creation of
consumer identity, Consumer Identities demonstrates that active
consumption is not merely a product of the digital age; it has
always been a means by which a person can develop identity.
Grounded in the acknowledgement that identity is a constructed and
contested space, the authors analyse emerging dynamics in
contemporary consumerism, ongoing tensions of structure and agency
in consumer identities and the ways in which identity construction
could be influenced in the future. By exploring consumer identity
through examples in popular culture, the authors have created a
scholarly work that will appeal to industry professionals as well
as academics.
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