ABSTRACT
Introduction The postwar period has seen a change in the focus of socio-cultural theory from identity formation being defined by relation to processes of production (e.g. job, profession or class) to a situation where the processes of consumption are often considered to be of more importance (Featherstone 1991; Bauman 1992). Consumption, as used here, is not simply concerned with the purchase of material commodities but refers also to broader ‘lifestyle’ choices and practices including ideas, beliefs, attitudes and desires relating to obtaining and making use of symbolic goods. In other words the social meanings which become attached to commodities are seen as important in shaping individuals’ identities. It has been argued that an understanding of these developments in socio-cultural theory is of importance for two reasons: first, the design and delivery of interventions to modify peoples’ risk behaviours (such as health promotion) will be more adequate if such strategies connect with the meanings shaping peoples social identities and lifestyle choices (Lupton 1994); and, second, there are well established associations between many forms of individual consumption and health risks (for instance smoking and drinking).
