Consumption
Before initiating a direct investigation of consumer citizenship as a gendered subject, it is essential to understand all the terms related to the topic, including consumerism, consumption and how these two are inter related and interwoven to produce the basis of consumer citizenship. Consumption can be defined as a process by which individuals consume and employ consumer goods and services, which initiate the further creation of such goods and the manner in which they are purchased, used and disposed (McCracken, 1988). Consumption has also been defined as a process which determines the employment of economic reserves and supplies by individuals for their personal and professional satisfaction (Campbell, 1987). Researchers assert that consumerism is beneficial to the society due to its potential to enhance the welfare and standard of life of citizens and subsequently benefit the overall economy and financial system of a country or region (Durning, 1992; Etkins, 1998). However, not many studies affirm value and significance to consumerism due to the negative connotations of the term. Historically, the word 'consume' had highly negative implication and was actually used to denote destruction and usage or exhaustion of material resources resulting in the creation of waste (McGregor, 2002). Studies indicate that the era of the 1900s saw a paradigm shift in the connotations of the word when it began to be associated with activities related to satisfaction, sovereignty and delight as the ideology of 'enjoying living life to the fullest' came to gain prominence over the earlier philosophy of considering the consequences of all actions (McGregor, 2002). The twentieth century, however, has seen a revival of the negative connotations to the word 'consumerism' which is being realized as an activity causing destruction and despair (Gabriel and Lang, 1995). (This is only a random and should strictly be used as a sample only. To view the complete paper, e-mail us at support@customtermpaper.org or click here)