Refiguring Identity in Corporate Times: Rediscovering Oneself in a Consumer Culture

Refiguring Identity in Corporate Times is aimed as a response to the narcissistic life-strategies promoted by the marketplace. It introduces an identity model that ensures a more inclusive, ethical, and authentic way of living one's own life-script. We live in a culture that requires us to create our own self-interpretation. Claiming to assist us in this mission are self-professed experts and the public media that offer life-strategies for adoption, to which it is all too easy to conform to in hyper-capitalized and consumerist societies. Among the most popular are fashion, entrepreneurship, travel, fitness, and self-spirituality, which are designed by corporate companies for instant appeal and feelgood results, expressing the consumerist religion of hedonistic narcissism and status. The possibility of an alternative identity for today's society that is based on the experience of conscience, sees our self-realization as intimately related to care for others and the advancement of
political and civic institutions. To aspire for this identity model is to move from the distorted values of commercial life-strategies to five virtues. The virtues enable us to attune to what is singularly foreign in any experience, signalling ways how our worldview can become more inclusive, ethical, and insightful in its comprehension of existence. This key reading in Identity Studies provides insight into the psychology and behaviour endorsed by consumer culture; charts out a new understanding of virtue ethics; and promotes life-choices that steers consumers away from conformity in its capacity to stimulate the creation of a personal and authentic vision of life that involves others and societal institutions.