Consumer culture and neoliberal political economy are often viewed by social psychologists as topics reserved for anthropologists, economists, political scientists and sociologists. This paper takes an alternative view arguing that social psychology needs to better understand these two intertwined institutions as they can both challenge and provide a number of important insights into social psychological theories of self-identity and their related concepts. These include personality traits, self-esteem, social comparisons, self-enhancement, impression management, self-regulation and social identity. To illustrate, we examine how (...) elements of consumer culture and neoliberal political economy intersect with social psychological concepts of self-identity through three main topics: ‘the commodification of self-identity’, ‘social categories, culture and power relations’ and the ‘governing of self-regulating consumers’. In conclusion, we recommend a decommodified approach to research with the aim of producing social psychological knowledge that avoids becoming enmeshed with consumer culture and neoliberalism. (shrink)

The purpose of this paper is to offer a conceptual analysis of the space created by the Willing Workers on Organic Farms host as a part of the organic farming movement and how that space now collides with the idea of tourism heterotopias as the changing market sees WWOOFers who may be less motivated by organic farming and more by a cheaper form of holiday. The resulting contested space is explored looking at the role and delicate balance of WWOOFing as (...) a form of sustainable tourism in the context of socially constructed understandings of space. Poststructural concepts of space suggest that it is impermanent, fragile and under constant threat of change. Space is constantly produced and reproduced in the process, spaces become sites where struggle and contestation occur, in this instance as one discourse or discursive practice, namely WWOOFing, intersects with and is influenced by the more dominant capital centric discourse of mass tourism. (shrink)