Consumer Culture Theory in Asia: History and Contemporary Issues

The book explores the consumer cultures in Asia, focusing on how they are shaped by sociohistorical patterns, governmentality, and inter-Asian and global popular culture. It aims to expand knowledge of consumer culture theory in Western contexts and is relevant to researchers, academics, and postgraduate students.

Format: Paperback / softback
Length: 274 pages
Publication date: 25 September 2023
Publisher: Taylor & Francis Ltd

The world is becoming increasingly uncertain, and consumer culture in Asia has exemplified this fragility. With unprecedented levels of prosperity and vulnerability, Asian consumer cultures have been shaped by a complex interplay of sociohistorical factors, including class, gender, and other social categories. This collection of essays explores the intricate relationship between consumer precariousness and the sociohistorical patterns of consumption in Asia. It examines how these problematics impact consumers' identity projects, consumer rituals, and marketplace cultures. Furthermore, it investigates how consumer precariousness is exacerbated by the governmentality of superpowers and how the changing landscape of inter-Asian and global popular culture shapes consumer culture in these nations.

The authors in this volume employ culturally oriented, critical consumer research to address these questions. Given that most research in consumer culture theory (CCT) has originated in Western contexts, this volume offers a valuable addition to the existing knowledge. It presents the most current, critical, historical, and material consumer studies focused on Asia, providing a comprehensive understanding of the field.

This volume is of interest to seasoned CCT researchers, academics, and postgraduate students interested in CCT or writing consumer culture-related theses. It offers insightful perspectives and valuable insights into the complex dynamics of consumer culture in Asia, contributing to our understanding of the region's social, economic, and cultural transformations.

Weight: 540g
Dimension: 229 x 152 (mm)
ISBN-13: 9780367629502