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Att upprätthålla en identitet genom konsumtion: - en sociologisk studie om studenters identitet inom en konsumtionskultur
Halmstad University, School of Health and Welfare.
Halmstad University, School of Health and Welfare.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Ambitionen med uppsatsen är att medvetandegöra läsare om konsumtionskulturen och hur den kan påverka individers identitet. Forskning visar på att vi lever i en konsumtionskultur som påverkar människors identitet och vilka sociala konsekvenser detta kan skapa. Syftet är således att öka förståelse för hur studenter upplever konsumtionskulturen. Studien är av en kvalitativ art med hermeneutik som metodansats och har genomförts med stöd av åtta intervjuer av studenteter på Högskolan i Halmstad. Empirin har tolkats utifrån teorier om konsumtionssamhället (Bauman), interaktion (Goffman) samt respektabilitet och kapital (Skeggs & Bourdieu). Resultatet visar att konsumtionskulturen har ett inflytande på studenter på Högskolan i Halmstad. Dem sociala konsekvenser konsumtionskulturen har bidragit med är att upprätthålla identiteter som grundar sig på den bild som individen försöker upprätthålla med sin konsumtion. Studenterna använder varor till sin intrycksstyrning för att de anser att varor presenterar deras identitet. De visar sig att konsumtion ger en identitet en tillhörighet till sociala grupper som studenterna vill tillhöra samt ett medlemskap i konsumtionssamhället, som ska ange respektabilitet.

Abstract [en]

The aim of this paper is to sensitize readers about consumer culture and how it can affect the identity of individuals. Research shows us that we live in a consumer culture that affects people's identity and what social consequences this can create. Therefore the aim is to increase understanding of how students experience the culture of consumption. The study is of a qualitative nature of hermeneutics as a method approach and has been implemented with the support of eight interviews of students at Halmstad University. The empirical data is interpreted based on theories of consumers’ society (Bauman), interaction (Goffman) and respectability and capital (Skeggs & Bourdieu). The result shows that consumer culture has an influence on the students at Halmstad University. The social impacts consumer culture has contributed to is, maintaining the identities that are based on the picture the individuals are trying to maintain trough consumption. Students use the products for their impression management because they believe that their identity is presented by this. Students wants to belong to social groups and it is shown that consumption provides an identity of belonging and a membership in a consumer society, which should indicate respectability.

Place, publisher, year, edition, pages
2015. , 48 p.
Keyword [en]
Consumption, consumers, culture, identity
Keyword [sv]
Konsumtion, konsumenter, kultur, identitet
National Category
Sociology
Identifiers
URN: urn:nbn:se:hh:diva-28938OAI: oai:DiVA.org:hh-28938DiVA: diva2:838997
Subject / course
Sociology
Supervisors
Examiners
Available from: 2015-07-03 Created: 2015-07-01 Last updated: 2015-07-03Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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