Abstract

This paper will examine the interrelationship between categorising the neo-liberal perspective and the term ‘consumer.’ My explicit concern is the likely intrusion of the neo-liberal mindset onto what is essentially the ‘social nature of identity’. By locating the discourse of consumerism within the broader political framework, I am able to examine the neoliberalist view and its positioning of marginalised groups with the aim of attempting to focus attention to the potentially negative consequences of the consumer label