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Books > Social sciences > Sociology, social studies > Anthropology
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Cultures of Consumption (Hardcover)
Loot Price: R4,134
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Cultures of Consumption (Hardcover)
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Consumption occupied a privileged place in the fabric of British
society during the 1980s. From the lifestyle theories of market
analysts to the spectacular changes in the high street, the world
of goods became a critical factor in determining identity. The text
explores popular and commercial culture of the period, showing how
the marketplace dramatized a series of pressing questions about
sexual politics and the meaning of masculinity. The habits and
behaviours of young men lay at the heart of the so-called consumer
revolution of the decade. The rise of a distinctive breed of
entrepreneurs drove this expansion of gendered commerce. Figures
such as the fashion stylist Ray Petri, journalists Julie Burchill
and Robert Elms and graphic designer Neville Brody joined forces
with innovators from the spheres of advertising and marketing to
create a plurality of identities for men. The text sets these
competing versions of the male consumer in the context of
longer-term transformations in masculinity since the 1950s: from
the persona of the gentleman to the figures of the yuppie and the
gay flaneur. It was the new landscape of London's consumer society
which opened the space for the emerg
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