Identity, Values and Consumption Practices

In contemporary society consumption practices can contribute to producing that connective tissue, made up of values, beliefs and rituals, capable of linking together social actors, that, in the past, was also formed thanks to the work of institutions such as the family, school and religion. In this regard, an expert on consumption dynamics such as Zygmunt Bauman (2007) had pointed out how the sharing of consumption choices could favor creating bonds and new forms of community, albeit more fragile and precarious than the traditional ones, capable of restoring to social actors that feeling of security and belonging that the rise of liquid modernity (Bauman, 2000) had called into question.