Chapter 29. Global Media and the Regime of Lifestyle

  1. Nikolas Coupland
  1. David Machin and
  2. Theo van Leeuwen

Published Online: 7 OCT 2010

DOI: 10.1002/9781444324068.ch29

The Handbook of Language and Globalization

The Handbook of Language and Globalization

How to Cite

Machin, D. and van Leeuwen, T. (2010) Global Media and the Regime of Lifestyle, in The Handbook of Language and Globalization (ed N. Coupland), Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444324068.ch29

Publication History

  1. Published Online: 7 OCT 2010
  2. Published Print: 6 AUG 2010

ISBN Information

Print ISBN: 9781405175814

Online ISBN: 9781444324068



  • global media and the regime of lifestyle;
  • model of identity - roots in the works of classic sociologists, Durkheim, Simmel and Tönnies;
  • identity, female identity - positively contrasted to male identity;
  • freedom of individual choice - key values, identity reflexively assembled, with little place for belonging;
  • monolithic identity and power of the nation-state;
  • “classification” people' s identity - “in terms of major categories by means of which a given society or institution differentiates between classes of people”;
  • flexible reflexive identity and corporate power;
  • new model, complexity in gender, class, ethnicity and language group membership;
  • lifestyle identities as less fixed - more freely chosen than traditional identities;
  • female identity and ‘lifestyle’ model - contradictions, identifying with ‘independence’ - yet also longing for ‘Mr Right’ and ‘having a family’


This chapter contains sections titled:

  • Introduction

  • Monolithic Identity and the Power of the Nation-State

  • Flexible Reflexive Identity and Corporate Power

  • Genre and Choice

  • The Regime of Lifestyle Identity

  • The Power of Classification

  • References