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Mode, senmodernitet, identitet
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Sociology.
Institutionen för pedagogik och didaktik, Stockholm University.
2012 (Swedish)In: Sociologisk forskning, ISSN 0038-0342, Vol. 49, no 2, 129-144 p.Article in journal (Refereed) Published
Abstract [en]

A common discussion in the late modern era is the role that tradition plays concerning individual

identity. This forms a background to our article that focuses on consumer culture and

one of its characteristics – fashion. To what extent does consumer culture and fashion contribute

to the undermining of traditions, and how does this affect individual identity? We

discuss two interpretations of consumption in shaping individual identity: the first interpretation

maintains that by consumption individuals obtain an increasing freedom of choicemaking

them free from the power of tradition, and thereby responsible for their lifestyle

choices. According to the second interpretation, the free choice is illusory. This choiceis

strongly influenced by factors such as social class and producers’ manipulative skills. Contrasting

classical social theorists with contemporary fashion theory we argue that late modern

fashion is characterized by quick changes and pluralism that often stand in contrast to

tradition. We further discuss the increased importance of taste and new diffusion patterns

as signs of a more individualized fashion, and discuss neo-tribalism as a post-traditional kind

of community.

Place, publisher, year, edition, pages
Uppsala: Sveriges sociologförbund , 2012. Vol. 49, no 2, 129-144 p.
Keyword [en]
fashion, late modernity, identity, taste, neo-tribalism
National Category
Social Sciences
Research subject
URN: urn:nbn:se:uu:diva-195107OAI: oai:DiVA.org:uu-195107DiVA: diva2:606954
Available from: 2013-02-21 Created: 2013-02-21 Last updated: 2013-02-22Bibliographically approved

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Ahmadi, Fereshteh
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