Consumo e identidad: Un enfoque relacional

Abstract

Rational choice theory and structuralist theories build their arguments on deterministic presuppositions on the consumerist society. As a consequence, their explanation of the relationship between consumption and identity depends on either an abstract rationality or on structures of power and control. In so doing, both theories neglect the role of real people in the processes of identity construction. On the contrary, relational critical realism stands as a more receptive perspective toward the ability of human beings in their social and personal development.