Book Description

The author describes the emergence of a radically new type of tribalism, one based not on the fixity of age-old ethnic tradition but on the fluidity of diverse lifestyle choices being made by contemporary individuals. --Stephen Bertman, PhD, author of Hyperculture and Cultural AmnesiaAmerican society is more diverse than ever. A country that used to think of itself as the great melting pot may soon be calling itself the great lifestyle buffet. With increasing affluence, more and more Americans are in a position to choose whatever lifestyle most appeals to them. The result is that the national landscape has become an intricate mosaic of varying styles, self-expressions, and ways of life. Even the distinction between majority and minority is starting to blur.Is there any pattern to this ever-shifting kaleidoscope of identities? Social scientist and communications specialist Henrik Vejlgaard puts the pieces together into a coherent picture in this fascinating study of American diversity. Applying the astute pattern-recognition skills that he demonstrated in his previous book, the critically acclaimed Anatomy of a Trend, Vejlgaard examines how we transform our identities into practical everyday living-into our lifestyle.Going beyond the usual markers of identity-race, ethnicity, religion, political affiliation, income level, etc-he focuses on modes of communicating group identity nonverbally through consumer choices, clothing fashions, personal color choices, adornments, accessories, logos, signs, and symbols. Curiously, what emerges from his analysis is a pattern as ancient as human culture itself-a new form of tribalism. He foresees this trend continuing so that by the end of the twenty-first century there will be less identification with nation-states and ethnic groups and more small-group identification. As globalization and mass communication continue to link us together, we may all become so used to diversity that the idea of conflict based on national identity distinctions may seem antiquated.A book of remarkable insights, The Lifestyle Puzzle will have great appeal to readers interested in popular culture, social change, and consumer tastes.Henrik Vejlgaard, M.A., M.Sc. (Copenhagen, Denmark), is the author of Anatomy of a Trend, the groundbreaking book about how changes in style and taste take place. Combining a background of social science and communication, he is a master of recognizing patterns where others see only chaos. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus, both in Denmark. Anatomy of a Trend has been published in more than thirty countries and translated into, among other languages, Chinese, Korean, Spanish, and Italian. Previously he has written three books in Danish on lifestyle and trend sociology. Visit Henrik Vejlgaard online at www.henrikvejlgaard.com.