Shaping the way we see ourselves:
The role of consumer culture on our sense of self
and identity
“A man’s self is the sum total of all that
he can call his, not only his body and his
psychic powers, but his clothes and his
house,
his wife and children, his
ancestors and friends, his reputationand
works, his lands and horses, and
yacht and bank-account.
All these
things give him the same emotions. If
they wax and prosper, he feels
triumphant; if they dwindle and die
away,
he feels cast down,—not
necessarily
in the same degree for
each thing, but in much the same way for
all.”
- William James
The Material
Self
Refers to tangible objects, people, or places
that carry the designation my or mine.
Possessions can go beyond their functional
value.
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Influence
Power
Sympathy
Social status
Emotions
Materialism
The importance a consumer attaches
to worldly possessions
• There’s an observation that one’s possessions
are considered a part of oneself. They are
symbols and extensions of the personal and
social aspects of her identity/personhood.
• Possession help people define themselves.
• Possessions can enhance one’s image
and develop a positive sense of
self.
• It can be a reassurance that one is the
person one’s wishes to be.
• Goods and possessions are used to fill in
or to compensate for the person lacks.
For example:
A recent Ph.D., for example, may prominently
display his diploma in an attempt to convince
himself (and others) that he is the erudite scholar he
aspires to be.
Even though you are not too smart or not qualified,
so long as you wear an expensive watch, an highclass pair of shoes and you have the latest model of
cellphone.
CONSPICIOUS
CONSUMPTION
Consumers own high-priced, statusoriented goods to impress others and to
convince them of their high social status.
Acquisition of material
possessions
Possessions become symbolic
expression of self-identity
Loss of possessions
Loss of important aspect of
self
Negative reactions
• Meaning is in a constant state of flux.
• Cultural categories of person that help shape
identity are subject to constant manipulation by
individuals, social
groups, and marketing agents.
• Meanings of objects that are used to make
visible and stabilize the categories of culture
are also subject to
frequent change through their appropriation in
advertising, in television programming, and among
social subgroups.
For example:
A teenager who has just
purchased
his
snowboard, the youthful,
extreme sports image of
snowboarding may soon
fade as more people
over 40 take up the
sport.
• Pets have become parts of
the extended self. Pets
belong to the top 5
possessions.
• Positive relationship
between self-esteem
and owning pets
(Covert et al, 1985)
• The dog as “cotherapist” (Levinson,
1962)
Let’s go back to our activity earlier,
supposed you were given the chance to
return the objects and choose other things
in life that you can put inside your grocery
bag, what things would you choose?
Is it for real that a person would find
meaning and satisfaction in life if he/
she has an expensive set of clothes?
Car? Bag? Awards? Fame?