Contemporary consumption is a complex practice distancing itself over time from utilitarian perspective and encapsulating a broad range of meanings and levels of interpretation. Postmodern consumer is no longer “using” things in order to fulfil concrete and immediate needs but producing experiences and “selves” through consumption acts. Postmodernity offered a central position within its repertoire to the idea of identity construction through acts of “bricolage” and consumption adhered to it. Consumers are perceived as flexibly building new identities from the resources available to them and reconsidering constantly their self’conceptions.
The present volume adopts a postmodern view of consumption and employs an interdisciplinary approach by bridging the literatures from consumer research, audience research and material culture studies to investigate the interplay of print media consumption and readers identity in Romania.