Abstract
A discussion on the importance of language to our sense of self is explored by discourse theorists. This is followed by a description of the work of socio-linguist Basil Bernstein, who argues that there are two basic codes that shape the way people talk, based largely on their socio-economic status. Next we find an analysis of the work of the English social anthropologist Mary Douglas, who argues that there are four “lifestyles” in modern societies, which shape our behavior in numerous ways: hierarchical elitists, egalitarians, competitive individualists, and fatalists. She suggests that consumption is not based on personal taste but on imperatives, generally masked, generated by the lifestyle to which people belong.
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