Taft, Kevin, Ph.D. (1998) Power and narrative in day-to-day consuming. PhD thesis, University of Warwick.

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Abstract

In this dissertation I address the question, how does power operate in day-today
consuming in a consumer society? My theoretical framework has two
bases. One base is Foucault's theories of power, including but not limited to
his work on normalization, surveillance, examination, confession, and identity.
The other base is narrative theory, including the relevance of narratives to
personal and social identities, the role of narratives in creating social order, the
impact of narratives on such things as the organization of space and time, and the effect of narratives in creating coherence and directionality across
operants of power. I suggest that many of the mechanisms of power
identified by Foucault have unmistakable narrative features, and that by
combining narrative and Foucauldian perspectives a more comprehensive
understanding of the operation of power in day-to-day life is attainable.
I apply my theoretical framework to data collected using autoethnographic
methods. Specifically, I spent one year keeping a detailed journal of my and
my family's experiences relating in the broadest sense to consuming. During
this period we lived in a middle-sized Canadian city. To heighten my
awareness of the taken-for-granted aspects of power and consuming we
alternated lifestyles each month, living months 1,3,5,7,9, and 11 as
conventional Canadian consumers, and months 2,4,6,8,10, and 12 as
committed environmentally-mindful consumers. In addition, I conducted -
interviews of small samples of conventional and environmentally-committed
consumers; I undertook a content analysis of print advertising delivered to
our house; and I conducted background research on various issues relating to
consumerism.
My research indicates that Foucauldian operants of power are used
extensively to support consuming, and that; in addition, many narrative
structures are also employed as operants of power, including charms and
stories. These operants of power are aligned with one another to form
coherent patterns through the effects of metanarratives. I argue that, despite
claims by Lyotard (1984) and others, modern consumer societies are highly
narrative, and have defining metanarratives. In addition, environmentally-based
opposition to the dominant metanarrative of consuming has a
metanarrative of its own, but is distinctly lacking in operants of power.

Item Type:	Thesis or Dissertation (PhD)
Subjects:	B Philosophy. Psychology. Religion > BD Speculative Philosophy H Social Sciences > HB Economic Theory
Library of Congress Subject Headings (LCSH):	Power (Philosophy), Consumption (Economics), Green products
Official Date:	March 1998
Dates:	Date Event March 1998 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Burrell, Gibson ; Wilson, David C. (David Charles), 1951-
Extent:	[9], 371 leaves
Language:	eng

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