This thesis will explore the complex relationship between marketplace exclusion and symbolic resources mediated by the market, for older consumers who have traversed from a socio-cultural identity in the majority to stand on the periphery of consumption. Employing a Consumer Culture Theory influenced perspective and using Baudrillard critical theory of symbolic exchange and death as a lens of analysis, this thesis will utilize a psycho-social method to explore how and why older consumers find themselves excluded from the market. As well as how this absence is negotiated in a society where inclusion in social life is dependent on consumption. This thesis postulates the market as an ideological structure that promulgates a capitalist ideology of life as an affirmatory force and, therefore, negates death. In doing so this thesis problematizes the dominant notion of the market in theory and practice, in particular, the notion of the market as a free and open space for participation. Contributing to an explorative effort to shed light on the complex relationship between exclusion and sign-value, marketplace representation and ideology.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-386286 |
| Date | January 2019 |
| Creators | Ahlberg, Oscar |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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