Thesis Abstract

Consuming values and contested cultures A Research Abstract
This research explores the intricate relationship between consuming values and contested cultures in contemporary society. Drawing on a multi-disciplinary approach that integrates perspectives from cultural studies, sociology, and consumer behavior, the study aims to investigate how individuals navigate and negotiate their values within the context of diverse and often conflicting cultural landscapes. The concept of consuming values refers to the process through which individuals incorporate and express their personal beliefs, principles, and ideals through consumption practices. In today's globalized world, where cultures intersect and collide, individuals are constantly faced with choices about what products to buy, what media to consume, and how to present themselves to the world. These choices are not merely economic or practical decisions but are deeply intertwined with personal values and cultural identities. Contested cultures, on the other hand, refer to the dynamic and often conflicting cultural discourses and practices that coexist within society. These contested cultures can manifest in various forms, such as debates over social norms, political ideologies, religious beliefs, and lifestyle choices. Individuals are frequently confronted with competing cultural narratives and expectations, which can create tensions and dilemmas in their everyday consumption practices. By examining the interplay between consuming values and contested cultures, this research seeks to shed light on the complex ways in which individuals make sense of and engage with the world around them. Through in-depth interviews, surveys, and ethnographic observations, the study aims to explore how individuals reconcile their personal values with the cultural influences and pressures they encounter in their daily lives. Moreover, the research also seeks to investigate how consuming values and contested cultures intersect with broader social issues such as globalization, inequality, and environmental sustainability. By analyzing the ways in which individuals' consumption practices are shaped by and contribute to these larger cultural and social dynamics, the study aims to provide insights into the complexities of contemporary consumer culture. Overall, this research contributes to a deeper understanding of the role of values and cultures in shaping individuals' consumption practices and identities. By illuminating the ways in which consuming values are intertwined with contested cultural discourses, the study offers valuable insights into the complexities and nuances of contemporary consumer behavior.

Thesis Overview

The term “sustainable consumption” is subject to many interpretations, from Agenda 21’s hopeful assertion that governments should encourage less materialistic lifestyles based on new definitions of “wealth” and “prosperity”, to the view prevalent in international policy discourse that green and ethical consumerism will be sufficient to transform markets to produce continual and “clean” economic growth. These different perspectives are examined using a conceptual framework derived from Cultural Theory, to illustrate their fundamentally competing beliefs about the nature of the environment and society, and the meanings attached to consumption.

Cultural Theory argues that societies should develop pluralistic policies to include all perspectives. Using this framework, the paper examines the UK strategy for sustainable consumption, and identifies a number of failings in current policy. These are that the UK strategy is strongly biased towards individualistic, market-based and neo-liberal policies, so it can only respond to a small part of the problem of unsustainable consumption. Policy recommendations include measures to strengthen the input from competing cultures, to realize the potential for more collective, egalitarian and significantly less materialistic consumption patterns.