ERA

Download the full-sized PDF of Learn It, Live It, Love It: Creating the Self in the Consumer Culture of Retail EmploymentDownload the full-sized PDF

Analytics

Share

Permanent link (DOI): https://doi.org/10.7939/R3DG8F

Download

Export to: EndNote  |  Zotero  |  Mendeley

Communities

This file is in the following communities:

Graduate Studies and Research, Faculty of

Collections

This file is in the following collections:

Theses and Dissertations

Learn It, Live It, Love It: Creating the Self in the Consumer Culture of Retail Employment Open Access

Descriptions

Other title
Subject/Keyword
Erving Goffman
appearance
employment
identity
consumption
Pierre Bourdieu
consumer culture
Arlie Russell Hochschild
retail
capital
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Holroyd, Heather
Supervisor and department
Barbour, Charles (Sociology)
Examining committee member and department
den Heyer, Kent (Secondary Education)
Tinic, Serra (Sociology)
Aoki, Doug (Sociology)
Department
Department of Sociology
Specialization

Date accepted
2010-01-21T21:34:05Z
Graduation date
2010-06
Degree
Master of Arts
Degree level
Master's
Abstract
How do retail service industry employees perform appearance and identity to generate capital? This thesis is data collected through interviews with 5 female retail employees, analyzed in conjunction with relevant readings about performance at work through appearance and identity (Chapter 1 – Erving Goffman), the involvement of the self at work for financial gain of the self and the employer (Chapter 2 – Arlie Russell Hochschild) and the sale of self for the accumulation of forms of capital (Chapter 3 – Pierre Bourdieu, Henri Lefebvre, and other theorists concerned with consumer culture). The thesis begins at the level of the individual, expands to the realm of the retail environment and its associated relationships, and finally moves to examining the circulation of forms of capital. I assert that the research participants, as embodied employees of lifestyle brands, provide a form of capital for their employers. The employees’ performances positively reinforce the retailers’ brands and images, and thereby reproduce consumer culture by inciting desire.
Language
English
DOI
doi:10.7939/R3DG8F
Rights
License granted by Heather Holroyd (heather.holroyd@ualberta.ca) on 2010-01-18T19:43:45Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
Citation for previous publication

File Details

Date Uploaded
Date Modified
2014-04-29T16:46:00.790+00:00
Audit Status
Audits have not yet been run on this file.
Characterization
File format: pdf (Portable Document Format)
Mime type: application/pdf
File size: 826422
Last modified: 2015:10:12 19:04:20-06:00
Filename: Holroyd_Heather_Spring 2010.pdf
Original checksum: 67e8c4a3b73e4817dada7869927dae16
Well formed: true
Valid: true
File title: Complete Holroyd MA Thesis Draft
File author: Heather Holroyd
Page count: 125
Activity of users you follow
User Activity Date