ABSTRACT
This chapter explores different I-positions and analyses a perspective from which we can oversee our various I-positions clearly and connect them with each other. It introduces a new concept that may not be familiar with, but that is helpful in getting some overview of the present thoughts: Assuming a meta-position. This position is sometimes also described as a “helicopter view,” because we are metaphorically looking down from high above and evaluating ourselves. Canadian economist Sue McGregor was one of the first to propose that consumer and citizenship studies should be integrated. She recommended that people start to position themselves as “consumer-citizens” bringing together consumer interests and citizen ethics. A meta-position, especially the multiple variants of it, offers a helicopter view from which one can observe multiple I-positions. Assuming a meta-position seems to be good for controlling our emotions.
