Consumption and Identity

In contemporary society, consumption has become a primary means through which individuals construct, express, and communicate their identities. What you buy, wear, eat, watch, and display communicates who you are (or who you want to be) to others. This lesson examines the relationship between consumption and identity through the work of Bourdieu, Veblen, and others, and evaluates whether consumption is a source of freedom or a form of social control.

Key Definition: Consumer identity refers to the construction of one's sense of self through patterns of consumption — the goods, services, brands, and experiences that individuals purchase, use, and display as expressions of who they are.

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The Rise of Consumer Culture

Historical Context

For most of human history, identity was defined primarily by production — what you did for a living. A person's occupation, trade, or craft was the foundation of their social identity, status, and community. The rise of consumer culture in the twentieth century shifted the basis of identity from what you produce to what you consume.