TY  - CHAP
AB  - Purpose – This interpretive study aims to demonstrate how dialectics might hamper researchers' imagination, inspiration, and insight that can otherwise enhance the understanding of a variety of phenomena in consumer-market dynamics and subsequently propose Foucauldian genealogy as an alternative to theorize such dynamics in the current consumer culture.Methodology/approach – An ethonographic field study is conducted in the context of X Games, followed by an empirical juxtaposition of semiotic square, as a dialectical analysis, and a genealogical analysis of the same textual data.Findings – Consumer-market dynamics operate based on interactions and mutual facilitations among four theoretically and empirically distinct groups of consumers in the context of X Games: pragmatic, stigmatized, distinction-oriented, and self-normalizing consumers. The historic conflict between consumers and the market steeped in Hegelian dialectics is contested in the dynamics due to the switch of modes(arts) of being(consumption) made by individual consumers who respectively participate in the system through presentation and representation.Implications – A multitude of reality/truth-making is present in the consumer-market dynamics; thus, the dialectical view of the systematic progression of the market is found to be less implicative than the genealogical view of the system as polyvalent power relations.
VL  - 13
SN  - 978-1-78052-116-9, 978-1-78052-117-6/0885-2111
DO  - 10.1108/S0885-2111(2011)0000013013
UR  - https://doi.org/10.1108/S0885-2111(2011)0000013013
AU  - Hong Soonkwan
ED  - Russell W. Belk
ED  - Kent Grayson
ED  - Albert M. Muñiz
ED  - Hope Jensen Schau
PY  - 2011
Y1  - 2011/01/01
TI  - Skating Dialectics and Flipping Genealogy
T2  - Research in Consumer Behavior
T3  - Research in Consumer Behavior
PB  - Emerald Group Publishing Limited
SP  - 163
EP  - 184
Y2  - 2024/04/24
ER  -