Beyond the One-Dimensional Consumer

This paper first argues that the conceptualisations of the consuming subject in consumer culture theory as, extended (Belk, 1987); empty (Ahuvia, 2005); or discursive (Firat & Venkatesh, 1994; Thompson & Hirschman (1995) are... [ view full abstract ]

This paper first argues that the conceptualisations of the consuming subject in consumer culture theory as, extended (Belk, 1987); empty (Ahuvia, 2005); or discursive (Firat & Venkatesh, 1994; Thompson & Hirschman (1995) are basically one-dimensional and so fail to address the true complexity of the subject. It is then argued that a psychoanalytically informed conceptualisation of the subject is more appropriate. In this understanding, the self is comprised of three aspects; the internal body; the external body and the declarative self, each of which exists in a dynamic relation to the others. It is argued that this offers a more thoroughgoing and dynamic account which acknowledges that human subjectivity is profoundly social and embodied.