ARTICLE: Consuming Life

ZYGMUNT BAUMAN University of Leeds

Abstract. This article posits a ‘mutual fit’ between consumer culture and the task posed to individuals under conditions of modernity: to produce for themselves the continuity no longer provided by society. It therefore explores the new forms of consumption formed from a shift from the functionality of needs to the diffuse plasticity and volatility of desire, arguing that this principle of instability has become functional to a modernity that seems to conjure stability out of an entire lack of solidity.

Key words: choice q consumer markets q desire q modernity q need q self

[PDF] Journal of Consumer Culture

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