Projekt identity a predmety spotreby (Teoretický náčrt vymedzenia problematiky)
Identity Project and Consumption Goods (Draft of Theoretical Frame)

Summary/Abstract: Consumption anthropology operates as one of the scientific approaches to research and explanation of actual issues in material consumption sphere and person’s relations towards consumption goods and their importance for individuals as well as for social groups. Mary Douglas and Baron Isherwood perceive material goods as communicators of meanings in people’s communication as well as those make social and cultural categories visible. Theoretical concept of objectification from Daniel Miller explains the cohesion of consumption goods with living persons, as persons do create material goods which do ”produce” and influence who we are, how we do things and where we do actions. Introduced paper examines the process of purchasing decisions of a person when deciding to obtain material goods via one’s identity project. I try to explain with theoretical concepts the existing differences in people decision for material artefacts among relatively equal social group (class). According to identity psychologist Dan McAdams is individual identity created in a form life stories so called personal myths from predominantly late adolescent and early adulthood in order to provide one’s life with unity or purpose to be either kept for one’s explanation of life or to communicate one’s life- stories to other people. On the concept of personal identity kept in stories agree numerous scientists from sociology and psychology (Sternberg 2008). Anthony Giddens created a theoretical concept named The reflexive project of a Self, whereby self-identity is constituted by the reflexive ordering of self- narratives. Those are used by an individual to interpret his/her obsolete and present life as well as to create and keep imaginations about one’s future; how the person wishes to act, what he/ she wishes to obtain. Future projected life-stories ”take place” in material setting which I suppose is created by tangible consumption goods that a person perceives as attractive and wants to obtain them as those symbolise the ideal state person directs. I therefore assume that in a consumption process and in following purchasing decision person uses his/hers life story projected into future, since with the possession of material goods visible in the setting of the story, he/ she comes more closely to the wished and idealised imagination of one self. This offered approach is a theoretical base for realisation of research and fieldwork in frame of PhD. thesis that will clarify the relation of personal identity and consumption process.

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