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Shouten-Personal Rites of Passage and Reconstruc
Shouten-Personal Rites of Passage and Reconstruc
org/volumes/7134/volumes/v18/NA-18
http://acrwebsite.org/volumes/7134/volumes/v18/NA-18
Advances in Consumer Research Volume 18, 1991 Pages 49-51
INTRODUCTION
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In an in-depth, qualitative study of the consumption of cosmetic surgery
(Schouten 1991) it is observed that through the surgical disposition of one
physical attribute and the acquisition of another a person may symbolically shed
one identity in favor of another. The process whereby this occurs is explained
via van Gennep's (1960) conceptualization of rites of passage with special
attention is given to the "identity play" of liminal consumers.
RITES OF PASSAGE
Van Gennep (1960) observed that important role transitions generally consist of
three phases: 1) separation, in which a person disengages from a social role or
status, 2) transition, in which the person adapts and changes to fit new roles,
and 3) incorporation, in which the person integrates the new role or status into
the self. Victor Turner (1969) described the transitional or liminal phase as a
limbo between a past state and a coming one, a period of personal ambiguity, of
non-status, and of unanchored identity. In primal societies, culturally prescribed
rituals (rites of passage) provided individuals an experience of "communitas" or
shared psychological support throughout major status passages. In the modern,
secular world, however, people often experience liminoid states (cf. Turner
1974) devoid of such supportive rites. Left to their own devices to cope with
difficult transitions and ambiguous self-concepts people appear to create
personal rites of passage through symbolic acts of disposition and acquisition,
and, in so doing, to construct new concepts of self.
Much of the time people's self-concepts are relatively equilibrated -- they know
who they are and they feel fairly stable and comfortable in their various social
roles (Levinson 1978). There are times, however, when the relative stability of
such states is upset by changes in the environment or from within an individual
(cf. Adams, Hayes and Hopson 1976; Levinson 1978). The reconstruction of
identity begins with separation from some role, relationship, or other key
component of the extended self (cf. Belk 1988). Separation often occurs literally
in time and space, triggered by some external force or event (e.g. the loss of a
job or the death of a family member) that causes a shift in one's major roles.
Separation may also be a subjective experience triggered by an internal force or
psychological need (e.g. a fear of aging or a yearning for intimacy) that leads to
the rejection of a particular aspect of the self. The loss or rejection of an
important component of the self-concept is often finalized symbolically by the
disposition of possessions that act as reminders of the former self. Such
dispositional acts may serve a cleansing or stabilizing function (cf. Young 1990),
thereby creating "fresh start" opportunities. However, acts of separation in and
of themselves do not constitute a completed transitions. Instead they usher in
the period of flux and self-concept plasticity known as a liminoid state.
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TRANSITION: LIMINALITY AND IDENTITY PLAY
The amount of time and energy a person invests in elaborating a possible self
appears to vary according to such factors as the magnitude of the contemplated
self-change, the level of perceived risk it entails, and the individual's imaginative
tendencies.- Extensive elaboration appears to give a possible self greater
motivating power. The investment of psychic energy required by the elaboration
process may lead to cathexis of the possible self, or the contemplated self-
schema may simply become more believable as it is made more specific and
detailed.
The perceived attainability of a possible self also affects its motivating power. If
the likelihood of attaining a possible-self is perceived as too low, motivation to
actualize it is diminished. The attainability of a particular self-state depends on
such factors as one's personal resources and one's orientation to such social
constraints as may exist. Perceived attainability may, therefore, change
significantly during a role transition as social and financial conditions change.
Failure to actualize a desired and otherwise attainable self may owe to a lack of
self-efficacy (cf. Bandura 1977; Nuttin 1984), i.e., an inability to convert will to
3
action. A possible self that is sufficiently desirable and attainable will likely
become actualized.
People can respond to their possible selves in one of three ways: 1) with
inaction, 2) with active rejection, or 3) with actualization and the incorporation of
the possible self into a revised self-concept. Inaction results when possible
selves are insufficiently desirable, undesirable, or plausible to motivate action,
or when approach-avoidance conflicts result (cf. Levin 1935). The short term
consequence of inaction is continued liminality. Rejection occurs when a
possible self is deemed unattainable, undesirable, or incongruent with other
aspects of the self-concept. The rejection of a possible self leads to continued
liminality and the probable formulation of yet another possible self. Failure to
make a successful passage results in prolonged liminality. Painfully prolonged
liminoid states have been observed in conjunction with psychological
impediments to normal development (Shorter 1987), permanently debilitating or
stigmatizing handicaps (Murphy 1987), and the inability to let go of past roles or
statuses (Levinson 1978; Roberts 1988).
Ultimately, the more desirable and plausible a possible self seems to the
individual, the more motivating power it wields and the more likely it is to be
actualized (Markus and Nurius 1986). Actualization may occur via the
consumption of instrumental goods and services as the individual goes about
accumulating the appropriate symbols of the new self (cf. Solomon 1983).
Incorporation occurs as the symbols are cathected (Belk 1988) or cultivated
(Csikszentmihalyi and Rochberg-Halton 1981) as part of the new identity.
Successful incorporation leads a person out of the liminoid state with a revised
self-concept and an increased sense of self-congruity.
CONCLUSION
REFERENCES
4
Adams, John, John Hayes, and Barrie Hopson (1976), Transition:
Understanding & Managing Personal Change, London: Martin Robinson & Co.
Levinson, Daniel J. (1978), The Seasons of a Man's Life, New York: Ballantine.
Mead, George Herbert (1934), Mind, Self, and Society, Chicago: University of
Chicago Press.
Shorter, Bani (1987), An Image Darkly Forming, New York: Routledge & Kegan.
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Turner, Victor W. (1974), "Liminal to Liminoid in Play, Flow, and Ritual: An Essay
in Comparative Symbology," Rice University Studies, 60 (3), 53-92.
van Gennep, Arnold (1960), The Rites of Passage, trans. M. B. Vizedom and G.
L. Caffee, Chicago: University of Chicago Press.
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