Unpacking the Material Self PDF

GE2405 UNPACKING THE MATERIAL SELF In today’s world, the things we buy and the brands we choose play a significant role in shaping our identity. This module focuses on the relationship between consumer culture and our sense of self. By examining how what we consume infl...

GE2405 UNPACKING THE MATERIAL SELF In today’s world, the things we buy and the brands we choose play a significant role in shaping our identity. This module focuses on the relationship between consumer culture and our sense of self. By examining how what we consume influences who we are, we can better understand the different aspects of our identity. The Concept of the Material Self William James, a prominent psychologist and philosopher, introduced the idea of the material self. According to James, the material self refers to tangible objects, places, or even people that we identify with through the label ‘my’ or ‘mine.’ There are several aspects of the material self: Body – It is the primary component of the material self. We strive hard to make sure that our body functions well. Clothing – It is a form of self-expression. We choose and wear clothes that reflect our self. Family – It is an extension of one’s identity because the members influence one’s actions and dispositions in the environment. Home – It is a space that one considers to be their own. Needs vs. Wants Needs are essential for survival and basic functioning. These include basic requirements such as food, shelter, clothing, and healthcare. Wants, on the other hand, are things people desire but do not necessarily require for survival. Wants can include things like the latest gadgets, designer clothes, or a luxurious vacation. People have different buying behaviors. Some are impulse buyers, buying anything without much thought, while others feel they deserve to treat themselves because they work hard. Some focus on getting what they need, while others desire both needs and wants. Many people don’t clearly separate needs from wants due to their lack of self-control. This is why there should be a balance between needs and wants. The Role of Consumer Culture on Our Sense of Self and Identity Consumer culture refers to a form of material culture driven by the market. It creates a specific relationship between people and the goods or services they buy and use. This culture can influence our identities in several ways: 1. Identity Expression – People often use their purchases to express who they are. Example: Andrei might decorate his room with posters of his favorite band that reflect his personal music style. 2. Social Status – Many people associate certain brands and products with prestige and social status. Example: Kent believes that purchasing a luxury car makes him more important in social settings. 3. Belonging – Consumers often purchase items to fit in with certain groups. Example: Denisse may purchase the latest sneakers or trendy accessories to connect with her peers. 07 Handout 2A *Property of STI Page 1 of 2  GE2405 4. Emotional Connection – Possessions can hold sentimental value, which reminds us of important memories, relationships, or milestones in our lives. Example: Justine keeps his late grandmother’s handmade quilt, which evokes memories of her love and warmth. 5. Therapeutic Consumption – Some people turn to shopping for comfort or escape, using material goods to cope with emotional challenges. This can complicate the connection between identity and consumption. Example: After a stressful week, Julia shops for new clothes to lift her spirits, finding temporary comfort in her purchases, which may lead to patterns of emotional spending. Consumer culture has a significant impact on how we express ourselves and shape our identities. By being aware of how our expenditure reflects who we are, we can make better choices. Understanding this connection helps us focus on what truly matters to us and develop a healthier relationship with our possessions. Reference: Consumer culture. (n.d.). Obo. https://www.oxfordbibliographies.com/display/document/obo- 9780199756384/obo-9780199756384-0135.xml. Saad, M. (2024, January 24). What is material self? - self-discovery. Self-Discovery. https://selfdiscovery.pro/what- is-material-self/. 07 Handout 2A *Property of STI Page 2 of 2