Culturally Constructed Age

A discussion about the age concept is inevitable when we want to define who could be considered an older consumer. The starting point is usually the chronological age where your birthday defines your aging status. The chronological age concept is easily too static and obliterates individual diversity and individual aging processes, pointing at the same time out that age is measurable. With my short paper I will put forward a culturally constructed view on age, where age identity is seen as constructed and negotiated constantly in the realm of encounters between marketers and consumers. How age is constructed culturally can be found in language use and in different targeted communicative multimodal acts (advertisements for example).


Maria Suokannas (2011) ,"Culturally Constructed Age", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 591-593.


Maria Suokannas, Aalto University


E - European Advances in Consumer Research Volume 9 | 2011

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