Fróðskaparrit - 01.01.2006, Page 93

SAMLEIKAGERÐ í NÝTSLUMENTANINI HJÁ BØRNUM
91
Research issues on children’s identity
eonstruction and consumption in the
Faroese context
present the Faroe Islands can only be de-
scribed as an advanced society in tenns of
consumption and technology. Historically
though, Faroese people have had less access
to the range of consumption opportunities
available in many larger countries. Ar-
guably, this is due to two main factors:
Firstly, the geographical location of the
Faroe Islands (situated in the middle of the
^orth Atlantic) means it is relatively prob-
lematic and costly to transport consumer
goods to the islands. Secondly, the islands
comprise a very small market (around
48,000 inhabitants) which means economi-
Cal viability is harder to achieve.
Yet, despite the fact that consumption
Powerfully frames everyday life, research
011 this topic is practically non-existent for
Faroe Islands10. Furthennore, it is clear
thcit not even at a legislative level have these
lssues been addressed. For instance the lack
°f a marketing law is symptomatic of the
tact that the significance of consumption and
c°nsumer behaviour has not been acknowl-
edged in the Faroe Islands to date. There-
hore, marketing, consumer policy, global-
'zation and social inclusion are but a few of
hie issues which should be of key concern
111 public discussion. It is therefore, all the
1T|ore confusing why children as consumers
tlre not more prominent in such debates.
^hese include social policy concerning chil-
^ren, marketing to children and not least
children’s rights as consumers.
Being a consumer society the lives of
children are increasingly embcdded in con-
sumption, therefore, as a starting point it is
important to understand the meanings that
Faroese children attribute to consumption.
Yet as the fíndings of this study indicated,
context, not least the structural features of
eveiyday life, is an important factor in shap-
ing children’s consumption meanings.
Therefore, it stands to reason that re-
searchers in the Faroe Islands must look to
their own culture and context to gain sorne
understanding of what consumption means
to children locally. For instance are con-
sumer goods significant resources for the
construction of identity? If so, for which
identities is consumption important and in
which contexts? Does the nature of the
Faroese market, as a more confined offering
of consumption opportunities, impact on
how children choose consumer goods to
construct their identities?
Increasingly, the global media has
become a reality for the everyday lives of
children in the Faroe Islands. Many chil-
dren have access to a range of television
channels as well as the internet. Conse-
quently, they find themselves watching the
same programmes and the same advertising
as children elsewhere. At the same time
children ^encounter retail outlets, market-
ing, peers, schools etc. on a local level.
Therefore, of interest to explore among
Faroese children is the continual interplay
between the global and local consumption
contexts of children’s lives and how these
contexts impact on the identities they con-
struct. Even further, within the Faroe
Islands it would be interesting to exanrine
the lives of children in small rural areas
with little access to consumption compared