The Cultural Capital of Consumption: Understanding 'Postmodern' Identities in a Cultural Context

Abstract

Arguing that psychology has failed to come to terms with the cultural context within which identities are established, this paper focuses on consumption as a means of identity formation in a 'postmodern' culture. It is suggested that the impact of consumption upon contemporary identities might be better understood by focusing upon the meanings with which young consumers endow consumer goods. In particular, data obtained through a participant observation in a sports shop in a northern English town are used to illustrate some of the misunderstandings that have arisen as a result of conceptualizations of the fragility of postmodern identities. The importance of applying theoretical insights (e.g. Bourdieu, Simmel) alongside innovative methodologies is therefore stressed.