A Level Sociology OCR Practice Exam

What term describes a situation where consumption is prioritized over social background as an identity source?

1. Individualisation

2. Risk society

3. Consumerism

4. Capitalism

The correct answer is: Individualisation

The term that best describes a situation where consumption is prioritized over social background as an identity source is individualisation. Individualisation refers to the process by which individuals gain more autonomy and responsibility for shaping their identity, often leading to a reduced emphasis on traditional social structures such as class, ethnicity, or family. In contemporary society, this shift enables individuals to define themselves increasingly through their consumption choices, aligning their identities with brands, lifestyles, and the goods they purchase rather than their social origins or affiliations. Various theories support the concept of individualisation, emphasizing how modern consumer culture enables people to craft their identities in more personal and less socially constrained ways. In contrast, while consumerism also highlights the importance of consumption, it doesn't specifically address the relationship between consumption patterns and the diminishing influence of social background on identity. Risk society and capitalism introduce other dimensions to social theory, focusing on the consequences of modernity and economic structures, respectively, but they do not encapsulate the direct shift towards identity formation through individual choices in consumption as effectively as individualisation does.