Those left behind: inequality in consumer culture

Research output: Contribution to journalArticle

Abstract

Economic growth in Northern Ireland has undoubtedly raised the standard of living for many consumers and contributed to a growing culture of consumption. However, this heroic discourse masks the various social problems associated with economic growth, in particular, the deepening of inequality. This article aims to demonstrate the lived experience of poverty against the backdrop of a society that is increasingly dominated by consumption. Findings suggest that limited financial resources and the resulting consumption constraints are a source of stress and dissatisfaction. Such dissatisfaction stems from feelings of exclusion from the 'normal' consumption patterns that these consumers see around them. It is only by highlighting their stories that we can really understand the full consequences of what it means to live in a consumer culture. The importance of social support to counteract marketplace exclusion is also highlighted, reinforcing the need to consider capital in all its forms and not only from an economic perspective.
LanguageEnglish
Pages40-54
Number of pages14
JournalIrish Marketing Review
Volume20
Issue number2
Publication statusPublished - 2009

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economic growth
exclusion
standard of living
Social Problems
social support
poverty
discourse
resources
economics
experience
Society

Keywords

  • consumer culture
  • Northern Ireland

Cite this

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Those left behind: inequality in consumer culture. / Hamilton, K.L.

In: Irish Marketing Review, Vol. 20, No. 2, 2009, p. 40-54.

Research output: Contribution to journalArticle

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AU - Hamilton, K.L.

PY - 2009

Y1 - 2009

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AB - Economic growth in Northern Ireland has undoubtedly raised the standard of living for many consumers and contributed to a growing culture of consumption. However, this heroic discourse masks the various social problems associated with economic growth, in particular, the deepening of inequality. This article aims to demonstrate the lived experience of poverty against the backdrop of a society that is increasingly dominated by consumption. Findings suggest that limited financial resources and the resulting consumption constraints are a source of stress and dissatisfaction. Such dissatisfaction stems from feelings of exclusion from the 'normal' consumption patterns that these consumers see around them. It is only by highlighting their stories that we can really understand the full consequences of what it means to live in a consumer culture. The importance of social support to counteract marketplace exclusion is also highlighted, reinforcing the need to consider capital in all its forms and not only from an economic perspective.

KW - consumer culture

KW - Northern Ireland

M3 - Article

VL - 20

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SN - 0790-7362

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