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Ritual as assemblage: feast of sacrifice experiences of Turkish consumers

Ömer Torlak (Rekabet Kurumu, Ankara, Turkey)
Müjdat Özmen (Department of Business Administration, Eskisehir Osmangazi Universitesi, Eskisehir, Turkey)
Muhammet Ali Tiltay (Department of Business Administration, Eskisehir Osmangazi Universitesi, Eskisehir, Turkey)
Mahmut Sami İşlek (Department of Business Administration, Eskisehir Osmangazi Universitesi, Eskisehir, Turkey)
Ufuk Ay (Department of Business Administration, KTO Karatay Universitesi, Konya, Turkey)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 30 October 2018

Issue publication date: 6 June 2019

360

Abstract

Purpose

The purpose of this paper is to theorize and empirically investigate the formation of consumer’s consumption ritual experiences and discourses associated with Feast of Sacrifice.

Design/methodology/approach

The authors have approached the data from assemblage theory perspective. By use of ethnographic participant observation and in-depth interviews, seven themes are uncovered and discussed: meaning of Qurban, preparation of the ritual, Qurban choice, meat, Qurban ritual, marketplace and framing of discourses.

Findings

This study provides a theoretical development in which it depicts that assemblage theory can be used in the context of religious rituals such as the Feast of Sacrifice. This suggests that parts forming the social phenomena include different meanings and functions in different assemblages to the ritual, which has a structure with a particular process, roles and content scenario. This implies that even the most structured social phenomena as religious rituals can be accepted as social assemblage where every individual experiences his/her own ritual with the parts that have ever-changing material and expressive roles.

Originality/value

This study will contribute to the literature on religious rituals and practices through viewing ritual as an assemblage including material and expressive features as well as human and non-human actors. Besides, this study aims to find out whether there is a constant consumer and the concept of ritual by focusing on buying experiences of consumer in Feast of Sacrifice in Turkey.

Keywords

Acknowledgements

Declaration of conflicting interests: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding:

The author(s) received no financial support for the research, authorship and/or publication of this article.

Citation

Torlak, Ö., Özmen, M., Tiltay, M.A., İşlek, M.S. and Ay, U. (2019), "Ritual as assemblage: feast of sacrifice experiences of Turkish consumers", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 476-494. https://doi.org/10.1108/JIMA-05-2018-0091

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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