Swana-Tabea Kroner


The paper questions whether we are the agents of our own identity through consumerism. Examinations of consumer theories from the beginning of the modern time and the postmodern are presented to show the differences in agencies. The notion of class, as well as fashion and food are illustrating different approaches and are concluding that consumption, as a cultural practice cannot exist without an agent. Furthermore, the paper suggests there is a change of agencies. As individualism gains in importance, the more contemporary identities are built in consumption through consumerism, but still note an exclusion of lower classes