Understandings of Consumerism in Chile

Abstract

This article explores different understandings of consumerism among upper/upper-middle and lower income sectors in Chile. Theoretically, it relies on a cultural approach to rationality and on a Habermasiansystem vs lifeworld interpretation of society. Empirically, it resorts toa corpus of semi-structured interviews and focus groups conducted in Chile in1998. The data suggest that the well off rely on a neoliberal interpretation of economic behaviour and scorn the poor for their tendency to engage in consumerism, while the poor interpret consumerism within their lifeworldas the only way of rising above their impoverished condition. Moreover, means of payment emerges as a relevant criterion for establishing social differences in a class-conscious society where neoliberalism has become the dominant ideology.