Commodifying Self A Grounded Theory Study
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Abstract
Classic grounded theory was used to identify the main concern of students in their senior year of undergraduate study. This concern was conceptualized as responding to the pressure to commodify self. The pressure to commodify self refers to pressure to turn oneself into a valuable product for the knowledge-based economy. There are three responses to this pressure: complying with commodification, resisting commodification, and humanizing commodification. Seven interrelated factors influence the response employed. The theory of commodifying self integrates much existing research on university students and demonstrates that important insights can be gained from alternative approaches to studying students’ experiences. The theory provides a direct examination of the consequences of macro level social and economic pressure on students and their learning and can be used to understand and enhance campus environments, curricula, and student services.
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