Neoliberalism, Self-Identity, and Consumer Culture in the UAE

Abstract

Over the last half-century, modern societies have been experiencing a drastic social, cultural, and economic transformation. The change in the behaviors and habits of consumers under the strong impact of neoliberalism demonstrates the close relationship between economy and social psychology. Globalized neo-liberalization has become an unavoidable, powerful force that impacts all elements of social, cultural, and economic life and defines people's identities and their consumption preferences. This chapter addresses the link between neoliberalism and consumer behavior, with a focus on non-Western societies. It examines if there is a contradiction between the features of consumer culture and the prevailing domestic culture in these societies. Many scholars associate consumer culture with Western societies, but the authors argue that consumer culture has become a significant phenomenon even in the most religiously conservative, non-Western societies. By taking Dubai in the UAE as the case study, this chapter demonstrates how consumer culture helps redefine culture and self-identity. The chapter concludes by arguing that since individual behavior is not rational, individuals' needs are defined by the dictates of consumer culture across the globe in neoliberal times.