Postmodern Consumption, Consumer Culture and Construction of Social Identity

This study aims at discussing the role of consumption phenomena and consumer culture on the process of construction of social identity. Postmodern approaches dealing with consumption argues that at a symbolic level individuals try to construct identity through goods and services they buy. One of the basic arguments of these approaches is that in consumer society the importance of classes diminishes and fluid status groups come to the fore. Another claim is that in the symbolic construction of sense of identity consumer practices are more important than work roles. Considering these points, in this study, firstly, changing characteristics of identity are dealt with, and then postmodern claims are discussed in different types of society. Secondly, it is emphasized that with regard to the relationship between identity and consumption, postmodern approaches focus more on cultural dimension, for this reason economic dimension is neglected. Conclusion part of this study makes some critical points on postmodern approaches which are related to identity construction process