Abstract
The postmodern self is so engaged with the symbolic aspects of consumption that many authors have argued that consumption defines the self. Drawing upon the literature in this area, with a particular stress on the symbolic interactionist school of thought, it is the thesis of the authors that many acts of consumption are tribal and role supporting. From this we develop a model: the rubix cube of postmodern consumption. This model places the power of self-definition squarely on the psychic powers of the individual and not in the realms of consumption. Consumption does not define the self. Evidence, to support this view and model, is garnered from a semiotic analysis of consumption in the motion picture Trainspotting. Copyright © 2006 John Wiley & Sons, Ltd.
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