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A Social and Economic Theory of ConsumptionConsumption As Ideological Discourse

A Social and Economic Theory of Consumption: Consumption As Ideological Discourse [Consumption so far has been understood in the relatively narrow sense of purchasing goods in the market. However, the event of buying actually forms only a small part of the wider process of consumption, as was discussed earlier in connection with the various dimensions of commodity. Consumption is first and foremost about moving goods into the category of commodity, about their actual use. When consumption is approached from this vantage point the mechanisms mediating consumption choices and advertising also appear in a different light. They serve as messages to others and as ways of steering the use of consumption items. How else could we know what is in fashion, for instance, if not by observing consumers’ everyday life and the media?] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Social and Economic Theory of ConsumptionConsumption As Ideological Discourse

Editors: Sulkunen, Pekka; Gronow, Jukka; Noro, Arto; Rahkonen, Keijo; Warde, Alan
Ilmonen, Kaj
A Social and Economic Theory of Consumption — Aug 31, 2015
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Publisher
Palgrave Macmillan UK
Copyright
© Palgrave Macmillan, a division of Macmillan Publishers Limited 2011
ISBN
978-1-349-31873-5
Pages
162 –183
DOI
10.1057/9780230295339_8
Publisher site
See Chapter on Publisher Site

Abstract

[Consumption so far has been understood in the relatively narrow sense of purchasing goods in the market. However, the event of buying actually forms only a small part of the wider process of consumption, as was discussed earlier in connection with the various dimensions of commodity. Consumption is first and foremost about moving goods into the category of commodity, about their actual use. When consumption is approached from this vantage point the mechanisms mediating consumption choices and advertising also appear in a different light. They serve as messages to others and as ways of steering the use of consumption items. How else could we know what is in fashion, for instance, if not by observing consumers’ everyday life and the media?]

Published: Aug 31, 2015

Keywords: Gender Division; Football Club; Privileged Group; Consumption Item; Upward Social Mobility

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