TY  - JOUR
AB  - Purpose The purpose of this paper is to consider the role that consumer desire plays in the creation of new culture forms.Design/methodology/approach This paper is an opinion piece based on the author’s reflections on hundreds of in-depth ethnographic interviews, each generally of three to four hours length, carried out over the past 20 years, concerning a range of product categories and services, on behalf of a wide range of business clients.Findings The most significant finding is that a desire for new forms of sociality is driving the creation of new forms of commercial culture and of communication in culture.Originality/value This paper takes the novel approach of considering consumer desire as an engine of culture creation and of culture change.
VL  - 19
IS  - 4
SN  - 1352-2752
DO  - 10.1108/QMR-04-2016-0038
UR  - https://doi.org/10.1108/QMR-04-2016-0038
AU  - Maschio Thomas Joseph
PY  - 2016
Y1  - 2016/01/01
TI  - Culture, desire and consumer culture in America in the new age of social media
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 416
EP  - 425
Y2  - 2024/04/24
ER  -