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Postmodern consumption and alternative medications

journal contribution
posted on 2023-05-16, 12:51 authored by Rayner, L, Easthope, G
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.

History

Publication title

Journal of Sociology

Volume

37

Pagination

157-176

ISSN

0004-8690

Department/School

School of Social Sciences

Publisher

Sage Publications

Place of publication

London

Repository Status

  • Restricted

Socio-economic Objectives

Other health not elsewhere classified

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