The Material Semiotics of Consumption or Where (and What) are the Objects in Consumer Culture Theory?
ISBN: 978-0-7623-1446-1, eISBN: 978-1-84855-984-4
Publication date: 7 June 2007
Abstract
This article presents an analysis of a seemingly mundane consumption object, the Mars Coat King, a manual grooming device employed within Afghan hound breeding and exhibition cultures, to develop current conceptualizations of the consumption object in consumer culture theory (CCT). In doing so it extends theory of the ontology of, and relation between, subject and object into the realms of the post-humanist. The chapter illustrates how by employing post-humanist theory, the consumption object can be conceptualized as a mutable, contradictory and active entity within complex consumption cultures and when conceptualized as such, can enrich understanding of consumption objects within consumer research.
Citation
Bettany, S. (2007), "The Material Semiotics of Consumption or Where (and What) are the Objects in Consumer Culture Theory?", Belk, R.W. and Sherry, J.F. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 41-56. https://doi.org/10.1016/S0885-2111(06)11003-0
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited