The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self
One fruitful perspective with which to think differently about the consuming subject in affluent capitalist societies can be found in the field of non-consumption. Whilst ‘choices’ not to buy, own and use are often tacit in analyses of social class dynamics, identity expression, and consumer resista...
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| Format: | Article |
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Taylor & Francis
2018
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| Online Access: | https://eprints.nottingham.ac.uk/51087/ |
| _version_ | 1848798412459212800 |
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| author | Nixon, Elizabeth |
| author_facet | Nixon, Elizabeth |
| author_sort | Nixon, Elizabeth |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | One fruitful perspective with which to think differently about the consuming subject in affluent capitalist societies can be found in the field of non-consumption. Whilst ‘choices’ not to buy, own and use are often tacit in analyses of social class dynamics, identity expression, and consumer resistance, here we adopt the dramaturgical perspective of Erving Goffman to argue that forms of non-consumption may occur within expressions of role distance. Our interpretive analysis of interview narratives identifies three imagoes - the fool, the hero and the sage - that our informants reproduced to disaffiliate from a virtual self generated by participation in the shopping situations dominating many urban centres. We conclude that buying and consuming less in ‘everyday’ contexts may require the performance of alternative, culturally-available personas, and that role distance can signify alienation from a consumer role or, conversely, constitute a defence against actual attachment to it. |
| first_indexed | 2025-11-14T20:19:22Z |
| format | Article |
| id | nottingham-51087 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:19:22Z |
| publishDate | 2018 |
| publisher | Taylor & Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-510872020-05-04T19:38:08Z https://eprints.nottingham.ac.uk/51087/ The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self Nixon, Elizabeth One fruitful perspective with which to think differently about the consuming subject in affluent capitalist societies can be found in the field of non-consumption. Whilst ‘choices’ not to buy, own and use are often tacit in analyses of social class dynamics, identity expression, and consumer resistance, here we adopt the dramaturgical perspective of Erving Goffman to argue that forms of non-consumption may occur within expressions of role distance. Our interpretive analysis of interview narratives identifies three imagoes - the fool, the hero and the sage - that our informants reproduced to disaffiliate from a virtual self generated by participation in the shopping situations dominating many urban centres. We conclude that buying and consuming less in ‘everyday’ contexts may require the performance of alternative, culturally-available personas, and that role distance can signify alienation from a consumer role or, conversely, constitute a defence against actual attachment to it. Taylor & Francis 2018-05-30 Article PeerReviewed Nixon, Elizabeth (2018) The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self. Consumption, Markets and Culture . ISSN 1477-223X Goffman imago narrative non-consumption role distance shopping https://www.tandfonline.com/doi/full/10.1080/10253866.2018.1467317 doi:10.1080/10253866.2018.1467317 doi:10.1080/10253866.2018.1467317 |
| spellingShingle | Goffman imago narrative non-consumption role distance shopping Nixon, Elizabeth The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title | The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title_full | The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title_fullStr | The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title_full_unstemmed | The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title_short | The fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| title_sort | fool, the hero and the sage: narratives of non-consumption as role distance from an urban consumer-self |
| topic | Goffman imago narrative non-consumption role distance shopping |
| url | https://eprints.nottingham.ac.uk/51087/ https://eprints.nottingham.ac.uk/51087/ https://eprints.nottingham.ac.uk/51087/ |