ABSTRACT
The power of an elegant theory lies partially in its contextuality. Each new idea, each turn in our understanding is situated in time, space, and our evolution as scholars. Meanings and the knowledge associated with them change over time. The modernity project continues to exact different behaviours from humans, and our understanding of those behaviours must keep pace. As our wider culture evolves, subcultures of consumption also evolve, taking on new shapes and forms, leaving behind old meanings and developing new ones.
