Intellect (UK) Consumer Identities: Agency, Media and Digital Culture

This edited collection explores the notion of agency by tracing the role and activities of consumers from the pre-Internet age into the possible future. Using an overview of the historical creation of consumer identity, Consumer Identities demonstrates that active consumption is not merely a product of the digital age; it has always been a means by which a person can develop identity. Grounded in the acknowledgement that identity is a constructed and contested space, the authors analyse emerging dynamics in contemporary consumerism, ongoing tensions of structure and agency in consumer identities and the ways in which identity construction could be influenced in the future. By exploring consumer identity through examples in popular culture, the authors have created a scholarly work that will appeal to industry professionals as well as academics. About the Author Myles Ethan Lascity is an assistant professor of journalism and director of the fashion media program at Southern Methodist University.  He was formerly an assistant professor of communication at Chestnut Hill College, Philadelphia, PA. He holds a PhD in communication, culture and media from Drexel University, and his research interests include popular culture and fashion communication.