Alternative medicine consumption is examined as a paradigm case of postmodern consumption. Content analysis of advertisements and analysis of a survey of purchasers of such medicines demonstrate niche markets delineated by life style, an emphasis on symbolic value rather than use value and the use of such medicines as a means of self-assembly - all features predicted by theorists of postmodern society. However, purchasers are predominantly female, and age and gender distinguish different types of products purchased, purchase is not entirely symbolic and many purchases are made to be consumed by others, making it uncertain whether they are used for self-assembly. These results suggest modifications to theories of postmodern consumption are necessary.

Item Type:	Refereed Article
Research Division:	Health Sciences
Research Group:	Traditional, complementary and integrative medicine
Research Field:	Traditional, complementary and integrative medicine not elsewhere classified
Objective Division:	Health
Objective Group:	Other health
Objective Field:	Other health not elsewhere classified
UTAS Author:	Easthope, G (Dr Gary Easthope)
ID Code:	21908
Year Published:	2001
Web of Science® Times Cited:	23
Deposited By:	Sociology and Social Work
Deposited On:	2001-08-01
Last Modified:	2002-07-11
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