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Abstract

This dissertation explores consumer culture and young people’s happiness in modern Britain. It specifically delves into the relationship young people have with material pursuits and how it associates to their subjective experience of happiness. For a comprehensive understanding of this topic, the qualitative methodological approach of semi-structured interviews were utilised. This method enabled the extraction of genuine interpretations and experiences of this concept through face-to-face interaction. Thereafter, thematic analysis took place to uncover emerging themes and patterns in the data. The conclusions of this dissertation highlight that young people are accustomed to capitalist manifestations, attributing happiness with material goods for profit maximisation. Moreover, it is evident that young people are a particular target of this concept since the expansion of technological developments have increased the prevalence of social media platforms. Even though young people are susceptible to this ideology due to their extensive internet usage, their perspectives emphasise the complexities of the happiness that is gained from it. Firstly, they acknowledge that any happiness derived from material consumption is only a temporary experience. Additionally, material consumption is acknowledged as a norm among young people to which they feel compelled to adhere. Consequently, the experience of happiness is diminished or inauthentic since it is pursued as an obligation. Despite this awareness, consumeristic behaviours are still persisted by young people as an effort to keep in line with peers and to gain social acceptance. Plus, the contemporary presence of social media intensifies this pressure to consume since product advertisements are further promoted by online influencers. Whilst material possessions can offer the experience of happiness to some extent, young people remain mindful of the complexities and downfalls that come with consumerism.

Course: Sociology and Criminology - BSc (Hons) - C0979

Date Deposited: 2024-11-07

URI/permalink: https://library.port.ac.uk/dissert/dis14491.html