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He proposes that despite not having total authority, the postmodern consumer has drawn power away from the cultural and professional elites which previously controlled access to certain service environments and cultural experiences. It is the absence of normative cultural frameworks and the inevitable control which they exercised, which casts us adrift and provides us with the freedom to develop selfidentities through consumption (Warde, 1994). What we are witnessing, Bauman suggests (2002, p. xv) is a new requirement for self-determination rather than experiencing socially constructed determination.