This paper focuses on some often neglected aspects of the ways material culture, particularly consumer goods, play active roles in the creation of individual identities and social relations.1 Social scientists from many different disciplinary backgrounds have made the relationship between goods and identity an important arena for debate in the last decades, with important ramifications for understanding such issues as nationalism and ethnicity, global economic integration, and continuing technological changes in communications and computing. There is no question that explosive growth in demand for consumer goods is a, perhaps the, crucial world cultural and economic transformation of the late twentieth century.
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