Inconspicuous consumption: Non-display goods and identity formation

Abstract

In the study of ancient material culture, archaeologists have primarily focused on the use of objects for display and communication. This social function of material culture could only have developed on the basis of individual cognitive capacity for the use of goods as materializations of symbolic behavior. To explore the deeply held relationship of identity to material culture, this paper focuses on goods that are utilized away from the gaze of others. Using examples from the ethnographic present such as pharmaceuticals, underwear, and hygiene products, I develop the idea of "reflexive identity" to describe how people use material objects in private to define themselves prior to and independent of their social roles as perceived by others. The act of daily identity creation and affirmation through goods, particularly those that are inexpensive and disposable, indicates the extent to which human cognition and psychological sense of self are inextricably linked to the handling of material culture. The archaeological application of a reflexive identity enables us to understand how ordinary goods are a fundamental component of identity formation prior to and independent of individuals' engagement with others. © 2007 Springer Science+Business Media, LLC.