Identity, Consumption, and the Home

Despite a rich literature on the power dynamics of households within domestic space, the specificities of home consumption have been undertheorized within broader accounts of consumption and identity. Consumption frequently is conceptualized as a individualistic process, undertaken by a single self-reflexive actor. Focusing upon the purchasing, acquisition and display of furniture and other domestic goods, this article reflects upon the role of home consumption in identity construction within both individual households as well as different household groups. We argue that home consumption at times may be equally important to both individual and multiple households—despite conventional associations between homemaking and the nuclear family. Notions of the self may be dissipated in collective provisioning by households consisting of couples, although fractures and conflict also may undermine general agreements about shared space. Both the making of the landscape inside the home and the narration of this making are ongoing projects undertaken within and through the diverse webs of relationship among individuals within a household.

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