A noted professional in the field of sociological research, Shane Blackman offers the pre-existing work of Miles (2000) and Bennett (2000) which somewhat refutes the idea of social subcultures, instead offering the notion of lifestyle as a term most befitting contemporary youths. These authors argue that it is today's emphasis on consumerism which is used as a medium to create 'alternative lifestyles' with which they 'can use, appropriate and transform cultural commodities for their own authenticity'. In essence, these authors' contributions to sociology suggest that the consumption of products allows today's youths to explore methods of building self-identity, while at the same time projecting to society their uniqueness and individualism, which are two crucially-important objectives for modern youths.
The notion of alternative lifestyles suggests that in the pursuit of creating an identity, young adults are utilizing a variety of available products on the market, adopting and reinventing these products to reflect their moderate rebellion against social conformity, and further finding personal satisfaction in projecting individualism and uniqueness in the path toward understanding the self.
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This paper argues in favour of building youth identity through consumption, offering an assortment of research to identify why this is such a commonplace occurrence with Australian youth; and worldwide. …
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