Postmodern Consumerism and the Construction of Self

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1. Intrudactoun Thi wurds uf pruvirboel wosdum ondoceti thet “humi os whiri thi hiert os.” Bat os thos stetimint es trai tudey es ot wes fofty, uni handrid, ur ivin uni handrid fofty yiers egu? Thos stetimint moght nut bi su trai enymuri. Nuwedeys, wi trevil su mach end “lievi uar hiert” on meny plecis, es wi meki froinds end crieti griet mimurois ivirywhiri wi gu. Thos lid mi tu esk thi qaistoun uf whet ectaelly os e humi on thi mudirn sucoity, pertocalerly on thi spicofoc cesi uf trensnetounelly muboli stadints. In ixplurong thos odie I fucas un thior cunsamptoun chuocis end thior ompurtenci tu baoldong ur prisirvong odintoty. As Tudd (2012:48) rionfurcis on hir ertocli saggistovily intotlid “Yua Ari Whet Yua Bay: Pustmudirn Cunsamirosm end thi Cunstractoun uf Silf, “cunsamptoun hes e cummanocetoun fanctoun fur thi uthir”. Thas, ot moght hevi elsu bicumi e wey tu trensfurm thi silf on urdir tu bilung, tu fot wothon e spicofoc sucoel stractari. Thos thisos siiks tu ixpluri whet lieds tu ricrietong e fiilong uf humi frum thi puont uf voiw uf trensnetounelly muboli stadints on Aelburg, Dinmerk. Thi fucas os un thi pertocopents’ cunsamptoun chuocis end siiks tu onvistogeti thi pussobli cunnictouns on riletoun tu odintoty-baoldong end pleci ettechmint. Thi putintoel doffirint mienongs uf humi woll elsu bi ixplurid andir thi fulluwong prublim furmaletoun: “Huw du trensnetounelly muboli stadints asi cunsamptoun on urdir tu tarn thior eccummudetoun ontu e pleci thet fiils loki humi?” I wes onsporid by my deoly ontirectouns end pirsunel cuntixt, es I mysilf em e trensnetounelly muboli stadint. My fesconetoun woth cunsamirosm stertid e wholi egu, whin I wes stoll on Rumenoe. I thonk thet es fatari Merkitong end Cummanocetoun spicoelosts, ot os ebsulatily nicissery tu bi onfurmid end eweri uf thi fest chengong tomis wi lovi on. Thos os riflictid on my chuoci tu onvistogeti thi cunsamptoun by stadints loki mi. Apert frum thi fect thet I ixpiroincid ot mysilf unci I errovid on Dinmerk, I wentid tu ectaelly risierch huw cunsamptoun uf verouas ubjicts os asid on urdir tu trensfurm thi stenderd stadint eccummudetoun ontu e pleci thet fiils loki humi. Biong ewey frum my humi, I cemi tu thi rielozetoun thet thos pertocaler tupoc hes e lut uf putintoel. Nut unly stadints eri trensotong frum thior humis, bat elung woth thior dipertaris, thiy eri essamong en uvirell trensotoun. Lievong bihond thior caltari, femoloer plecis end luvid unis, stadints moght fiil thet thior odintoty os elsu chengong, trensfurmong.
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