Identity formation: Consumerism and popular culture

It is important to reflect on the relationship between the culture that we are immersed in, and the development of a personal identity. We like to think that we are in charge of our own identity – of our beliefs, our likes and dislikes, our behaviours and desires – but how much of it is shaped by the culture we live in? The things we are told to think are important, special or good have an impact on what we value and on how we see our place in the world. \ud \ud In this chapter you will be asked to consider the role of popular culture in shaping our identity. You will reflect on the ways that popular culture promotes certain values, attitudes and beliefs, and on the impact of consumerism on young people. To build your knowledge of these topics the chapter will explore: \ud \ud 1) the role of popular culture in identity formation, \ud \ud 2) the power that commercial media and consumer forces have in shaping cultural values, and \ud \ud 3) the importance of providing opportunities for children and young people to both enjoy and critique popular culture, to become increasingly aware of how dominant discourses can be empowering and disempowering in various contexts