IDENTITY FLOW: ethics deliberation by the sociology of Zygmunt Bauman

Abstract

The objective of this article is to investigate the implications of the changes in social relations, consumer culture and the construction of identity based on analyzes performed by the polish sociologist Zygmunt Bauman. Therefore, the article explores the transition from modern to contemporary society, the transformations of globalization and
their relationship with time and space, and finally, the modes of consumption and identity construction. With the transition to liquid-modern society, fixed norms and traditions are being dissolved in the search for individual freedom. In this reality, obsolescence has become one of the central characteristic and consumption has become a social model. In this context, identities must be imperatively reconstructed, taking away the time needed by the individual to assimilate their failures, contradictions and suffering. The conclusion is that it is necessary to expand the questioning about the effects of this condition in order to outline coping possibilities.