Consumption Culture: A Study of IKEA as a Stylization of Everyday Consumption

• Main Authors: Chao-Yi Lu, 呂昭儀
• Other Authors: 何東洪
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/89274401103290830281

碩士 === 佛光大學 === 傳播學研究所 === 95 === ABSTRACT On this society everyone is eager to persuade one’s lifestyle in the globalization era and that pursuit may easily be shown in personal consumption. Studies of this trend often focus on the notion of stylization in and through which various aspects of speciality is constructed. These aspects include personal space that we usually call ‘home’ and which is materialized through the arrangement and decoration of goods and commodities. This study takes the consumers of IKEA as research target. Using a secondary analysis, with the method of participant observation, this research shows the connection between consumption culture and the displayed spatiality of IKEA. By researching consumers’ consuming process and the way it corresponds to the IKEA display, stylization of home decoration and ordering of goods are explored. By in-depth interviews, this paper would go into our private space. From styles creating in private space and the clash and harmony in consuming process, it tries to understand the meaning and consumption culture through active arrangement and order of goods. The research shall argue that the brand spirit of IKEA is constructed through multiple practices in connection with consumers’ stylization process. Low price and good value is firstly showed in its regular print of catalogues. Its catalogues teach consumers how to use the products to creative their personal spaces. Secondly, the opening of market space of IKEA intends to give more freedom for customers to choice. These are what make the ethos of DIY that IKEA is meant to represent. Yet as this research would show, home decoration of IKEA goods is where the problems and battles of stylization begins rather than ends.