The ‘Cultures of Consumption’ research programme aims to investigate the growing significance of consumer issues and consumer culture in society and to inform public debate. For example, BSE has had far reaching effects on meat production processes, farming methods and public demand for meat products. It has also meant farmers have had to re-evaluate their businesses and diversify into other farming products and markets in order to remain viable commercial concerns. Similarly significant are questions of the role of children as consumers and of the impact of new forms of consumption on society, such as e-commerce and life-style television programmes.
Dr Trentmann comments, “ Consumption has once more become a very explosive and sensitive issue with consumers becoming more aware of their role, and their rights and duties. There is a hot debate in the UK as well as more globally whether consumerism strengthens or undermines active citizenship. Yet our knowledge of the changing nature of consumer society, past and present, is very sketchy. “
Dr Trentmann continues, “How do consumers acquire knowledge? When and how have they gained ‘voice’ and influence? What has been the role of consumer society for social inclusion and exclusion? What is the future of local cultures of consumption in a ‘globalising’ world?
“These are important questions and issues of consumer choice and interests and carry long-term implications for, health and the environment, family life and civil society more generally. Only recently we have seen international riots and protests about 'globalisation’, strikes because of fuel price increases and farmers’ protests because of the effects of BSE and Foot and Mouth on their livelihoods,” said Dr Trentmann. “Questions of consumer protection have returned to the top of the political agenda. A recent Government White Paper, ‘Modern Markets: confident Consumers’ looked towards raising more ‘confident consumers’ to make markets more competitive”.
The Cultures of Consumption programme sets out to build on the current public and academic interest in consumer issues has already established a research agenda focusing on six main themes. These are: knowledge and the consumer; consumption and citizenship; internet commerce and the media; local, metropolitan and transnational consumer cultures; consumer culture and the domestic sphere; and alternative consumption.
The research programme gets underway in April 2002 and will run for five years. It will bring together 20 to 25 research projects from all the social sciences and humanities as well as involve representatives from social movements, government, international organisations and business.