Vartojimas, identitetas ir gyvenimo stilius
CONSUMPTION, IDENTITY AND LIFESTYLE

Summary/Abstract: The article analyses the social problems of consumer society and culture. With reference to well-known authorities in culture studies, anthropology and sociology, author discusses the pecularities of the identity construction in the consumer society. Lifestyle is considered as one of the instruments for postmodern identity construction. Marketing and advertising persuasion technologies are using lifestyle as identity construction. Lifestyle marketing offers consumers different commodity-sign constelations, which can be used as instruments for identity construction. In post-socialist societies, consumerist lifestyles are increasingly becoming used for identity construction.

• Details
• Contents