Postmodern consumption and alternative medications
Year: 2001
Type: article
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.
Source: Journal of Sociology
Authors: Lisa Rayner, Gary Easthope
Institution: University of Tasmania
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2000344077