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Postmodern consumption and alternative medications
Citation
Rayner, L and Easthope, G, Postmodern consumption and alternative medications, Journal of Sociology, 37, (2) pp. 157-176. ISSN 0004-8690 (2001) [Refereed Article]
DOI: doi:10.1177/144078301128756274
Abstract
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 Details
Item Type: | Refereed Article |
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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: | 26 |
Deposited By: | Sociology and Social Work |
Deposited On: | 2001-08-01 |
Last Modified: | 2002-07-11 |
Downloads: | 0 |
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