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From consumer to construer: Travels in human subjectivity


Journal of Consumer Culture

Published online on


A key component of how human beings organize their lives is how they perceive and make sense of what it means to be human, that is, their subjectivity. Human subjectivity has taken on different dominant forms across history, the consumer being one of the most dominant contemporary forms. Based on current and potential trends, we argue, with a deliberate tone of optimism about transformative potential of the human condition, that if the contemporary iconographic culture is transcended, there is the possibility of a subject that transcends the consumer, a construer subject. In contrast to what largely exists in extant literature – extrapolating from the consumer subjectivity to posthuman subjects – we envision the possibility of an epochal cultural change that will provide the ground for a construer subjectivity to emerge. We offer some preliminary insights into what such subjectivity may entail.