Identity in Relation to Consumerism

"people consciously or unconsciously base their consumption activities upon identity consumption"

"extended self" - possessions are considered with reference to and as an extension of consumption, thus continuing to reflect identity. 

Fetishism of Commodities (Marx, 1961, p72)

*Consumption theories -> Identity consumption 

1) 'consumers should choose the product which provided maximum utility for the disposable income they have where utility is the "satisfaction or pleasure derived from consuming a good". 

2) consumers choose products which closely match their current or aspired personalities -> "choosing products is relatively easy because one object is likely to strike us as "symbolically more harmonious with our goals,, feelings and self-definitions than another".  (Levy 1959) *helps us express our own originality e.g. the purchase of a watch may communicate one thing, such as need for timeliness, but the purchase of a Rolex watch demonstrates far more, potentially including status. 

3) 'Efficacy' - people/consumers like to be able to develop technical skills for personal satisfaction and social status. - Individuality from peers thus creating a new identity through something, e.g. sport, hobby. -> A sense on involvement in a community where money or other forms of status are not an issue. 

*Possession 

Possession can be linked to identity through how people put/measure the importance of a possession in their lives. Such as that traditionally people are buried with their possessions when they die or claiming ownership through licking it, touching etc. In addition the link to identity can also be shown through "loss of possession which can result in a lessening of self" which ='s to loss of identity in a way e.g. removal  of possession in prison. anger through possession being stolen -> "The utilitarian response to such feelings is that the loss of benefits provided by the objects is missed, not the objects themselves."(Belk, 1988)

*Extended Self

 (things, people,  places and body parts) 

*can be physically (e..g with something that helps us do something we can't normally do) OR

symbolically (a way to convince ourselves and other people that we are a different person through our belongings). 

1) Appropriation and Control - buying or consuming products (also gift-giving).

2) Creating product by oneself - *use of aptents and copyrights

3) Knowing someone or something - exists through name dropping etc. 

*further means of extending oneself is through money - "money enlarges the sense of self because it enlarges imaginable possibilities of all that we might have and do". 

Identity 

Used to be synonyms with occupations or with gender, age etc. however in this era occupation is not seen as identity anymore and people have the money and time to define themselves in other ways, and in an era pf 'empty self' there is the construction of 'self' that solves this predicament through consumer habits. Having these identity constructions helps brands to "advertise to the right people at the right time, targeting their marketing". Thus the introduction and usage of loyalty cards in order to monitor spending habits and identify loyal customer. 

Group Identity 

Group identity can be shown through a collective or sense of community such as through uniforms, team shirts, tattoos. It may also be through "subculture of consumption" like common ownership (Harley Davidson motorbike). Being able to do more than just buying the product but also indulging in the subcultures in it like, having piercings, tattoos, pins, bike customisation; as these are the things that are associated with the product therefore consuming these display the group identity and belonging in a group, commitment in the group and at the same time differentiating the group from others.

OR

Family - traditionally considered as a single unit however consumption decisions are rarely the same due to each member having different likes for products and services, 

Identity Transformation 

*How identity can be changed and developed through consumption. 

1) Through aesthetic change and surgery - being able to change oneself's appearance in order to appear more confident and confine to society's expectations. Also, makes people feel comfortable to the identity/roles they also shaped or act as a further catalyst in identity change. 

2) Change in environment (more of a gradual change) - e.g. discarding old clothes that "did not grow with the extended self" 

3) Teenage years - Most prevalent period of identity change as teenagers are very interested in consumption and identity. It's the times and part of life where people often go through various different phases in order to shape their 'real identity'. In addition, products bought often have "strong symbolisms and social functions". Through these years the sources where information are obtains are also varied such as through - "magazines, advertisements, films, peers, celebrities and music television". And, through these mediums teenagers base their identity through "their interpretations of consumption ideals prevalent in popular culture". Emulation can also come under this, as consumer may often buy products which are advertised by celebrities that they look up to in hope to be just like them, or feel like them )e.g. just as rich, beautiful, popular etc.) 

http://www.bath.ac.uk/management/research/pdf/2003-17.pdf

Thoughts & Reflection:

Through this research, I've found quite a lot about identity itself and the different sub-content within it, however linking it back to design, I felt that only a tiny bit of the research was strongly relevant to my practice. 

For example, I've found the idea of the consumption theories to be particularly useful as it talks about the actual types products consumed by consumers such as having high utility use, and linking it back to their identity. Linking this back to Graphic Design, this may come under the aesthetic of the product, the characteristics it evoke, how the design has been branded in order to appeal to a certain audience etc.