Shaping selves: Identity construction and negotiation in consumer culture

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bachelor_Hirvonen_Siiri_2025.pdf (861.94 KB)

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School of Business | Bachelor's thesis
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Date

2025

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

30

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Abstract

This thesis examines how consumers build and display their identities within consumer culture, with a particular focus on gender identity and how consumption can be used to challenge and reshape traditional gender norms. The study combines quantitative and qualitative analyses of relevant literature to provide an overview of identity and gender identity in the context of consumer culture. Gender identity building is not merely a matter of personal choices or brand selections, but a socially negotiated process shaped by cultural hierarchies that privilege masculine-coded expressions. Consumption thus serves as both a site of self-expression and a field where gendered meanings are produced, interpreted, and negotiated within existing social and commercial structures.

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Thesis advisor

Tulensalo, Onni

Keywords

identity construction, consumer culture, gender identity, consumer culture theory

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https://urn.fi/URN:NBN:fi:aalto-202601181423

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[kand] Kauppakorkeakoulu / BIZ (Open Access)