Consumer transformation: Cosmetic surgery as the expression of consumer freedom or as a marketing imperative?

Article English OPEN
Hill, B.;
(2016)
  • Publisher: M/C - Media and Culture

McCracken’s analysis of identity construction in contemporary culture sees the drive to transform oneself as the expression of consumer agency and individual freedom. Transformation is accessible through cosmetic surgery, enabling consumers with funds to purchase a ‘who... View more
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