Abstract
This study qualitatively examines the synergetic relationship between identity projects and the marketplace. The sample consisted of 20 men between the ages of 18 and 29 years; 10 self-identified as black, and 10 self-identified as white. Consumers must navigate multiple sites of identification that constantly shift in importance and involvement. To more closely reflect actual consumers, this study incorporated gender orientation, age, and race into an intersectional analysis. By taking a more “true-to-life” approach to consumption/identity research, this project unearths new knowledge that is proximate to the lived experience of consumers. While both white and black informants use the symbolic meaning of commodities as a mode of self-expression, key differences exist. Dominant discourse pertaining to white and black male identity appears to influence how informants perceive possibilities of self, which in turn affects marketplace interaction. The author concludes with a discussion of ways public policy can be used to remedy marketplace inequities.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.