(trans)formation of image: Symbolic consumption, self, and society

In the United States tattooing has become popularized. Tattoo studios are now commonplace commercial venues. Tattooing has become a legitimate art form. This research examines the commodification of tattooing in South Florida and the relationship between consumption and identity production. In efforts to express the self and exert control over the body, individuals adorn themselves. In the United States we are increasingly using tattoos as one form of self-expression. However, this expression is grounded in Western consumerist ideals. It is through consumption of the symbolic commodity of the tattoo that the individual expresses the self and asserts control over the body.