The concept of life-style seems to have been thoroughly naturalised, both academically and in common parlance. There is little critical interrogation of what life-style involves, beyond its connection to cultural and aesthetic aspects of consumption. What are the implications of accepting this culturalised description of consumption and its shorthand designation, ‘lifestyle’? This polemical paper interrogates both the linguistic and conceptual challenges associated with the term, and argues that it acts to efface and erase important social differences of wealth, opportunity, class, gender and ethnicity, as well as obscuring global and historical inequalities.
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