Lifestyle

     

Lifestyles and social position

    Earlier studies on lifestyles focus on the analysis of social structure and of the individuals’ relative positions inside it. Thorstein Veblen, with his ‘emulation’ concept, opens this perspective by asserting that people adopt specific ‘schemes of life’, and in particular specific patterns of ‘conspicuous consumption’, depending on a desire for distinction from social strata they identify as inferior and a desire for emulation of the ones identified as superior. Max Weber intends lifestyles as distinctive elements of status groups strictly connected with a dialectic of recognition of prestige: the lifestyle is the most visible manifestation of social differentiation, even within the same social class, and in particular it shows the prestige which the individuals believe they enjoy or to which they aspire. Georg Simmel carries out formal analysis of lifestyles, at the heart of which can be found processes of individualisation, identification, differentiation, and recognition, understood both as generating processes of, and effects generated by, lifestyles, operating “vertically” as well as “horizontally”. Finally, Pierre Bourdieu renews this approach within a more complex model in which lifestyles, made up mainly of social practices and closely tied to individual tastes, represent the basic point of intersection between the structure of the field and processes connected with the habitus.

Lifestyles as styles of thought

The approach interpreting lifestyles as principally styles of thought has its roots in the soil of psychological analysis. Initially, starting with Alfred Adler, a lifestyle was understood as a style of personality, in the sense that the framework of guiding values and principles which individuals develop in the first years of life end up defining a system of judgement which informs their actions throughout their lives. Later, particularly in Milton Rokeach’s work, Arnold Mitchell’s VALS research and Lynn Kahle’s LOV research, lifestyles’ analysis developed as profiles of values, reaching the hypothesis that it is possible to identify various models of scales of values organized hierarchically, to which different population sectors correspond. Then with Daniel Yankelovich and William Wells we move on to the so-called AIO approach in which attitudes, interests and opinions are considered as fundamental lifestyles’ components, being analysed from both synchronic and diachronic points of view and interpreted on the basis of socio-cultural trends in a given social context (as, for instance, in Bernard Cathelat’s work). Finally, a further development leads to the so-called profiles-and-trends approach, at the core of which is an analysis of the relations between mental and behavioural variables, bearing in mind that socio-cultural trends influence both the diffusion of various lifestyles within a population and the emerging of different modalities of interaction between thought and action.

Lifestyles as styles of action

Analysis of lifestyles as action profiles is characterized by the fact that it no longer considers the action level as a simple derivative of lifestyles, or at least as their collateral component, but rather as a constitutive element. In the beginning, this perspective focussed mainly on consumer behaviour, seeing products acquired as objects expressing on the material plane individuals’ self-image and how they view their position in society. Subsequently, the perspective broadened to focus more generally on the level of daily life, concentrating – as in authors such as Joffre Dumazedier and Anthony Giddens – on the use of time, especially loisirs, and trying to study the interaction between the active dimension of choice and the dimension of routine and structuration which characterize that level of action. Finally, some authors, for instance Richard Jenkins and A. J. Veal, suggested an approach to lifestyles in which it is not everyday actions which make up the plane of analysis but those which the actors who adopt them consider particularly meaningful and distinctive.