Author(s): Özlem ÖZDEMİR
In consumer culture, woman with her body has a particular place. Her body thus located in the centre of consumption, defined as ‘missing’, ‘flawed’ and ‘insufficient’. She can remedy these deficiencies and reach ideal beauty standards through only buying commodities for her body. To reach this changing beauty and fashion perceptions, women are inclined to buy commodities that are imposed by consumer culture. To support this argument and reveal its underlying motives, 15 semi-structured interviews with British young adult women age group 18-24 were conducted. From this point of view, ‘consumer culture affects the perception of British young adult women to reach the international beauty norms, and lead them to consumption for fashion’ hypothesis analysed with feminist critical discourse method. Results show that British young adult women buy commodities to look different, attractive and charming. Subsequently, happiness, admirable, social approval and identity were the motivations for being fashionable.
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