1. Performing the Self: identity, individualism and lifestyle
Globalisation, Culture and Lifestyle
Lecture XI
Daniel Turner and Jenny Flinn

2. Lifestyle Warde (1994) – 5 uses of ‘lifestyle’
Market Research
Characteristics of a social grouping
Set of practices
A life-project
A set of ethics
Stylization of everyday life (aesthetics)
Style (consumer or resistant)
The key currency of contemporary life (Cote, 1996)
Pre-modern – human capital
Modern – cultural capital
Late-modern – identity capital

3. The Communicative Body
The body as a canvas for communicative action (similar to consumption of goods/services/experiences)
Performance of desired characteristics (lifestyle sports)
Valorisation of ‘youth’
The body as a project (mental and physical)

4. The paradoxical self Appollo vs Dionysus
‘Hedonistic consumer’ (Clarke, 2003) vs Puritan desire for ‘discipline’, ‘control’
Pay on Sunday for Saturday’s excess?
The cult of narcissism – public display of private withdrawal - but an inevitability of the society of the spectacle?
Instant gratification – assisted via the market solution!