Las prácticas cotidianas de consumo como agentes potenciadores de la construcción de identidades en la cultura digital

Abstract

The speed and immediacy of modern times are increasingly present and demand new attitudes

            from individuals in contemporary society. We observe the emergence of new configurations driven by the development of networked digital information and the restructuring of capitalism. Consumer behavior is a complex subject that permeates individuals’ daily lives. This context promotes new representations and symbolic meanings that shape social relationships. As a driving force of economic development, digital technological convergence—largely led by the powerful diffusion of information through the internet—fosters the emergence of global events responsible for disruptions and shifts that influence the course of history. The strong penetration of digital culture into the daily lives of individuals and organizations is becoming more pronounced. A new network of connections is spreading across the globe, enabling the creation of new models of sociability that extend into the everyday experiences of individuals, promoting new behaviors and consumption habits. This multifaceted scenario destabilizes and contributes to the formation of new identities. Consumption practices act as sources of symbolic meaning that shape and define identities.