Is There a Relationship Between Consumption and Identity?

In traditional societies, peoples identity was rooted in a set of social roles and values, which provided orientation and religious sanctions to define ones place in the world.

In modernity, identity is often characterised in terms of mutual recognition, as if ones identity depended on recognition from others combined with self- validation of this recognition. Identity still comes from a pre set of roles and norms. For example, a mother or a catholic, identities are still limited and fixed, though I believe the boundaries of possible new identities are continually expanding.

Current research suggests some theorists believe identity as something essential, substantial, fixed and essentially invariable. Yet other modern theorists consider the creation of identity as existential for each individual, using the personal responsibilities for ones own actions which create ones own moral values. Identity in modernity is associated to individuality to developing a uniquely individual self.

In my own research I have come to believe that in the consumer and media societies, identity has been increasingly linked to style, to producing an image, to how one looks. To have an identity people must develop their own look, style and image.

From this I want to argue that the world of consumption has a great influence on the way people create their identities. I shall explore important features of the nature and function of fashion, as it's relevance offers models and materials for constructing identity. I then want to further my argument on whether consumption is seen as a passive process reflecting producer interests or an active process representing consumer interests, as this can determine how ones identity, or lack