From Tool to Transformation: Consuming Technology to Negotiate Identity

In this paper we examine the role of technology consumption in negotiating individuated identity within the common shared habitus of the “Army Wife.” While women are historically disadvantaged in the consumption of technology, we find that they can engage with and appropriate technology for their own purposes. Within the dominant shared habitus of an “Army Wife,” we show that women create individuated identity projects of freedom and emancipation and use technology both as a tool and resource in the process of constituting and realizing themselves.


Meera Venkatraman, Fleura Bardhi, and Robin Higie Coulter (2009) ,"From Tool to Transformation: Consuming Technology to Negotiate Identity", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 27-29.


Meera Venkatraman, Suffolk University, U.S.A.
Fleura Bardhi, Northeastern University, U.S.A.
Robin Higie Coulter, University of Connecticut, U.S.A.


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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