Consumption data is ever more significant in indicating identity, as the increasingly amorphous and disjointed modern society supports ways of presenting a self-view by means of compact, easily recognizable signs (Fetherstone, 1991, as cited in Starr, 2004).
Thompson (1995, p.210) portrays the self as a "symbolic project, in which the individual must actively construct meaning out of the available symbolic materials, materials which the individual weaves into a coherent account of who he or she is, a narrative of self-identity". An individual may freely create a multiplicity of possible selves however the quantity of possible selves stems from the categories made relevant by the individuals distinct socio-historical context, media provided images and symbols, as well as the individuals recent social experiences (Elliot & Wattanasuwan, 1998). Individuals use goods and the utilization process as the resources with which to build and sustain an identity, grow relationships and structure emotional events (Lunt & Livingstone, 1992, as cited in Wlliott, 1997)
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