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Discourses of identity

Published online by Cambridge University Press:  01 April 2009

Theo Van Leeuwen
Theo Van Leeuwen*
Affiliation:
University of Technology, Sydney, [email protected]
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Abstract

This lecture discusses the concept of lifestyle, which emerged in the field of marketing in the 1970s, as a new, and increasingly pervasive, discourse of identity cutting through older ‘demographic’ discourses. Distributed by mediated experts and role models, and realized through the semiotics of ‘composites of connotation’, it redraws the opposition between the social and the individual, by expressing individuality in terms of socially mediated resources and reconfiguring social categories as individual lifestyle choices.

Type
Plenary Speeches
Information
Language Teaching , Volume 42 , Issue 2 , April 2009 , pp. 212 - 221
Copyright
Copyright © Cambridge University Press 2009

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