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Symbolic Consumption and Identity construction

Symbolic Consumption and Identity construction

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A study of symbolic consumption and identity construction among danish adolescent girls. The thesis makes use of great models for working with symbolic consumption. In addition it provides a new model for working with this field.
A study of symbolic consumption and identity construction among danish adolescent girls. The thesis makes use of great models for working with symbolic consumption. In addition it provides a new model for working with this field.

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Published by: Daniel Hein Mikkelsen on May 10, 2011
Copyright:Attribution Non-commercial

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Master Thesis inMarketing Communication Management(MCM)Copenhagen Business SchoolSupervisor: Birgitte TufteStudents: Julie Rydahl & Daniel Mikkelsen
Symbolic Consumption
&
 Identity Construction
-A study of Danish adolescent girls
 
 1Symbolic Consumption & Identity Construction
 –
A Study of Danish Adolescent Girls
TABLE OF CONTENTSPART 1 3
 
1. Introduction 3
 
1.1 Problem Area 4
 
1.2 Research Question 7
 
1.3 Definitions 7
 
1.4 Contributions 8
 
1.5 Thesis Outline 9
 
2. Method 10
 
2.1 Scientific Approach and Methodology 10
 
2.1.1 Interpretive Consumer Research 11
 
2.1.2 The interpretive paradigm 12
 
2.1.3 Symbolic Interactionism 13
 
2.1.4 Social Constructivism 14
 
2.1.5 Hermeneutic Phenomenology 15
 
2.1.6 The Narrative Perspective 16
 
2.2 Method of Reasoning 17
 
2.3 Research Design 17
 
2.3.1 Research Method 17
 
2.3.2 Research Approach 18
 
2.3.2.1 Phase 1: Secondary Data - Collages 20
 
2.3.2.2 Phase 2: Primary Data
 –
In-depth Interviews 22
 
2.3.2.3 Phase 3: Analysis and Interpretation 25
 
2.4 Validity and Reliability 26
 
2.5 Objectivity 27
 
2.6 Delimitations 28
 
PART 2 29
 
3. Theoretical Perspective and Foundation 29
 
3.1 The Theoretical Perspective 31
 
3.1.1 Identity Construction 31
 
3.1.2 Symbolic Consumption 35
 
3.2 The Theoretical Foundation 36
 
3.2.1 The Movement of Meaning 36
 
3.3.2 The Lived Meaning of Symbolic Consumption and Identity Construction 40
 
 
 2Symbolic Consumption & Identity Construction
 –
A Study of Danish Adolescent Girls3.3.3 Consumption and the Self 44
 
3.3.3.1 Possessions as an Extension of the Self 44
 
3.3.3.2 Consumption as “Me” or “Not Me”.
45
 
3.3.3.3 Consumption and Possible Selves 46
 
3.3.4 Consumption as a Social Action 47
 
3.4 Theoretical Summary 49
 
3.5 Theoretical Annotation 50
 
PART 3 52
 
4. Analysis 52
 
4.1 Analysis Part 1
 –
Portraits of the Adolescent Girls 52
 
4.1.1 Portrait of Cecilie 53
 
4.1.2 Portrait of Victoria 58
 
4.1.3 Portrait of Nana 63
 
4.1.4 Portrait of Stephanie 68
 
4.1.5 Portrait of Katrine 73
 
4.1.6 Portrait of Camilla 78
 
4.1.7 Summary of the Portraits 81
 
4.1.7.1 Conceptual Framework 82
 
4.2 Analysis Part 2
 –
Characteristics of the Adolescent Girls 84
 
4.2.1 ”Situoids”
84
 
4.2.2 Anti Brand Slaves 89
 
4.2.3 Individualistic Social Beings 93
 
4.2.4 Experience Seekers 97
 
4.2.5 Lifestyle Oriented 101
 
4.2.6 Summary of the Characteristics 107
 
PART 4 109
 
5. Conclusion 109
 
5.1 Identity Construction through Symbolic Consumption among Adolescent Girls 110
 
5.2 Characteristics of Adolescent Girls’ Consumer Behaviour
111
 
5.3 Additional Key Learning’s
113
 
5.4 Implications for Practitioners 113
 
5.5 Further Research 114
 
5.6 Validity of Research Results 115
 
References 116
 

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