Learning Consumer Culture Theory with Edward Rozzo

Lecture about self expression of identities

One of the latest commercial meeting Il Prisma welcame Mr. Edward Rozzo, lecturer of Consumer Culture Theory at Bocconi University who held a speech with the commercial unit of Il Prisma and CREA International. Edward Rozzo, proved how storytelling based Consumer Culture Theory can actually represent a key business development tool.

CCT is indeed an is a marketing school of thought interested in studying consumption choices and behaviours from a social and cultural point of view, as opposed to an economic or psychological one. It does not offer a grand unifying theory but "refers to a family of theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural meanings". Reflective of a post-modernist society, it views cultural meanings as being numerous and fragmented and hence view culture as an amalgamation of different groups and shared meanings, rather than an homogenous construct (e.g. the American culture). Consumer culture is viewed as "social arrangement in which the relations between lived culture and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, are mediated through markets"and consumers as part of an interconnected system of commercially produced products and images which they use to construct their identity and orient their relationships with others.


Such interesting discipline mainly focus on the analysis of the following elements:

· the ways in which individuals seek and express their identity through consumption choices

· communities of consumers who identify with the products, brands, consumer activity

· the social and historical roots of consumption practices

· the critical dimension of consumption, ie as consumers sometimes accept and approve the offer of the market and other - instead - to express critical and antagonistic positions and, on these topics is carried out the research.

Edward caught the audience's attention who will recto such inspiring speech for longitme.

Further information are available on Edward Rozzo

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