Consuming values and contested cultures.

Project Abstract

Consuming values and contested cultures This research project delves into the complex interplay between consuming values and contested cultures in contemporary society. The consumption of products and services is not merely a transactional activity but is deeply intertwined with the values and beliefs of individuals and societies. This research seeks to understand how the consumption practices of individuals reflect and shape their values, as well as how these practices can lead to cultural contestation and negotiation. One key aspect of this research is to explore how different cultural groups within a society may have varying values and beliefs that influence their consumption patterns. By examining how individuals from diverse cultural backgrounds engage with consumer culture, this research aims to uncover the ways in which values are expressed and contested through consumption. This includes investigating how cultural norms, traditions, and identities impact the choices individuals make as consumers. Furthermore, the research also examines the role of marketing and advertising in shaping consumer values and preferences. In today's globalized world, companies often tailor their messaging to appeal to specific cultural groups, which can both reflect and perpetuate certain values and stereotypes. By analyzing the impact of marketing strategies on consumer behavior, this research aims to shed light on how values are constructed and disseminated through consumption practices. Moreover, the research project considers the ways in which contested cultures can emerge through consumer practices. In cases where individuals from different cultural backgrounds come into contact through consumption, conflicts and negotiations may arise over values, norms, and symbols. By studying these instances of cultural contestation, this research seeks to uncover the underlying power dynamics and social tensions that shape consumer culture. Overall, this research project provides valuable insights into the intricate relationship between consuming values and contested cultures. By examining how consumption practices reflect and influence individual and collective values, this research contributes to a deeper understanding of the role of consumer culture in shaping contemporary society. Additionally, by exploring the ways in which cultural contestation can manifest through consumption, this research highlights the complexity and diversity of cultural interactions in today's globalized world.

Project Overview

<p> </p><p>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.</p><p>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.</p> <br><p></p>