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Reframing Consumption in the Age of Crisis

This research explores how anticipation strategies are reflected in the consumption patterns of youth generations facing non-linear biographies and working experiences in the current crisis scenario.

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Reframing Consumption in the Age of Crisis

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  1. 1st International Conference on Anticipation Trento, 5-7 October 2015 Reframing Consumption in the Age of Crisis* Mirella Giannini, Dario Minervini, Ivano Scotti Department of Social Sciences University of Naples “Federico II” * Research developed in the project PRIN 2010-2011 “Sustainable Practices in Everyday Life in the Context of the Crisis”, coordinated by prof. Bovone, Catholic University of the Sacred Heart, Milan, and the Local Research Team of Naples by prof. Spanò, University of Naples “Federico II”

  2. The Hypothesis ► Anticipation strategies can be retraced within the consumption patterns enacted by youth generations in the current crisis scenario (reflexive anticipation) The Subjects of Research ► Youth generations facing non-linear biographies and working experiences (“inter” & “intra” habitus tensions)

  3. TheoreticalSnapshots ► Consumptions as material & symbolic practices of lifestyles (habitus) ► Intertwining between “capitals” endowment (“imprinting”), biographical trajectories (experiences) and consumption patterns (structure / agency in action) ► Consumption reframing as a tension between habitus (and related “sense pratique”) & trajectory in the field (experiences and reflexivity)

  4. Methodology ► Method: qualitative approach investigating meanings and experiences (practices) ► Technique: biographical interviews (34 young Neapolitans, aged 20-35) ► Analysis: segmentation and coding (social origin, education, work experiences, consumption patterns, opinion about crisis and their own future) ► Findings: consumers profiles “identification” (ordinaries / alternatives)

  5. Some numbers about the issue ► EUROSTAT, 2008-2013: worsening the socio-economic instability of young Italians aged 15-29 (risk of social exclusion and poverty: +6 pp), particularly in the Southern Italy (NEET rate: +6 pp; 2013 = 35%) ► ISTAT, 2008-2013: contraction in household consumption (-5% in total), remarkably for the Southern Italian young households (-7%, singles & childless couples ≤ 35 years) specifically for some purchase items (-44% “leisure and culture”; -12% “bread and cereals”, etc.) ► Statistics highlight a reframing of purchasing patterns in Italy but they do not clarify if it is a adaptive or an innovative redefinition of the everyday life style to face the social changes (object of investigation)

  6. Results: consumption profiles (« ordinary » profiles) The «pragmatists» ► Cultural capital: medium-low (cultural reproduction) ► Intermittent employments (economicmarginality) ►Limitedconsumption, basicneeds (not qualified adaptivestrategy) ►Generationalcomparison (different situations) ► The future is an existential incertitude (crises as a common condition) The « hedonists » ► Cultural capital: medium-high (cultural reproduction) ► « Skilled » and term employments (job instability) ► Consumptions for a better quality life (qualifiedadaptivestrategy) ►Generationalcomparison (different opportunities) ► The future as a complex project (the crises is a narrative horizon)

  7. Results: consumption profiles (« ordinary » profiles) The « pragmatists » ►«Honestly, I can not see my future. I am here and here the economic situation is very difficult for everyone. If things will not be fixed there is no future, at last not here. I wish to open a restaurant, to show that I am a great chef but it is difficult, I do not know, probably it is possible abroad […] They do not give a chance to young people here […] with the crisis there is no future » (Saverio). The « hedonists » ► «Recently I'm wondering about my future and sometimes I have not a clear answer […] I want to pursue my project, but you have to consider the harsh reality […] I wish to have a job to be economic independent, not a wealthy life, but a comfortable one... and also I hope to continue to work in the Third Sector because I want to come back at home, very tired, but satisfied for what I have done » (Adele).

  8. Results: consumption profiles (« alternative » profiles) The « selectives » ► Cultural capital: medium-high (cultural reproduction) ► Intermittent & qualifiedemployment (existentialflexibility) ►Consumption as individualpractice (individualpracticalreasons) ► « Alternative » lifestyles (individualstrategy) ► The future as a condition to monitor (the crisis shows the social risks) The « distincts » ► Cultural capital: medium-high (cultural reproduction) ► Intermittent & qualifiedemployment (existentialflexibility) ►Consumption as political-culturalpractice (basicneeds / ethicalchoices) ► « Alternative » lifeexperiences (antagoniststrategy) ► Rebuilding the future in a different way (crisis as a chance)

  9. Results: consumption profiles (« alternative » profiles) The « selectives » ► «There is a wonderful adage that says: “in the storm, windmills” […] I think in this crisis period if you are able to take the chance you can do positive, great things […] Maybe I'm used to adapt in case of changes because of my life experiences […] considering what happen around me » (Margherita) The «distincts » ►« As a matter of fact, despite of the crisis has determined personal problems for many people, it can produce positive effects on the society because an unsustainable lifestyle was stopped and it is a good thing ... For that, you have to rethink to our model of society, it does not mean that it will happen, but it is a great chance » (Antonello)

  10. Conclusion (and perspectives) ► The analysis of the young people narratives seems to confirm the connection between consumption patterns and social position in terms of the «imprinting» (social resources) and trajectory effect (experiences) ► At the same time, the narratives about the future appear as a reflexive recomposition of: a) a deep social transformations (emergent intra-habitus tensions in terms of experiences), b) the emergence of a «sense pratique» of precariousness ► Particularly, those endowed by medium-high cultural capital who experimented alternative way of life, act to reshape “radically” the current lifestyle and consumption patterns. A distinction in space (the “traditional”South) and time (the dominant “nowness”) ► A “broken” habitus by experience? A political narration of the current practices in terms of emergent future

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