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Quality-of-life as chronotopefication and futurization: Subsistence consumer experiences in India
journal contributionposted on 2020-08-11, 00:05 authored by SR Jagadale, H Roy-Chaudhuri, Djavlonbek KadirovDjavlonbek Kadirov
© 2020 American Council on Consumer Interests In the poverty-ridden settings in neo-liberal India, we explore how subsistence consumers construct their quality-of-life (QOL). Drawing on the concepts of chronotope and futurization, we posit two additional dimensions of subsistence consumers' construction of QOL namely, chronotopefication and futurization. Our findings suggest that chronotopefication and futurization are defining processes of subsistence consumers' construction of QOL perceptions; their sacrifices, efforts, and costs, however painful they may be, would be perceived as QOL enhancing from the prism of chronotopefication and futurization; and subsistence consumers chronotopize and futurize QOL for the whole extended household within the intergenerational temporal space by focusing on stable input–outcome pathways. Based on the evidence, we propose QOL as chronotopefication and futurization framework (QOL-CFF). The framework suggests that subsistence consumers construct QOL as chronotope building, futurized and having a symbolic effect. They consider current agonies as a foundation for future building.