OUGD501 - Study Task 4 - Identities and Consumption

This is your life - Robin Warner 

'lifestyle is , of course, one which is prominent in the domain of consumption and advertising ' - adverts sell the lifestyle we identify with / want which encourages consumerism 

'increasingly we use consumption to construct our identities, increasingly we are making the objects we buy - the superficial - the more meaningful' - our identities have become what we consume which puts more meaning on the things that we consume

'lifestyles are embraced  ... but because they give material form to a particular narrative or self identity' - the products become a physical representation of our identities 

'producers of advertisements to blur the distinction between consumer choices and those which contribute to personal life planning ' - adverts make it seem like we need the things they are selling by linking them to a lifestyle which we identify with / want

''we have no choice but to choose'  .. by no means permanent given the inherently mobile nature of self identity - identity changes over time  

'influenced by the scrutiny of others' - our identity becomes our style so have to be consistent otherwise it will be noticed by others

'underlying consistency of self representation through a constant process of modification , a congruity which is monitored both internally and in response to the opinions - expressed or perceived - of others' - we have to keep up our identity. The choice we make are dependent on outside influences

'concept of lifestyle coherence as a central element of self identity, in much the same way that coherence constitutes an essential feature of successful verbal communication' - having a consistent identity allows meaning and clear message of what / who you are and stand for