Purpose: This paper examines a promotional exhibit for the Broadway musical Wicked, entitled “The World of Wicked,” to better understand the ways in which art marketers…
Purpose: This paper examines a promotional exhibit for the Broadway musical Wicked, entitled “The World of Wicked,” to better understand the ways in which art marketers continue to hail new and existing consumers. Eco’s concept of hyperreality and its relationship to remediation and cultural sustainability are brought to bear upon this phenomenon. As producers utilize new media platforms to reach the consumer, they make the experience of their shows more immediate. Set in the context of a shopping mall, the hyperreality of the exhibit is unpacked and analyzed.
Design: This is an interpretive study using direct observation, participant observation, depth interviews, narrative analysis, and artifact analysis.
Findings: By facilitating embodiment, encouraging intense emotional arousal, and providing a sense of community, “The World of Wicked” is a metonym for Wicked itself. The hyperreal context of the shopping mall facilitates the consumption of fantasy as well as material goods.
Originality and value: The findings of this paper extend theories of hyperreality, adaptation, and remediation into the context of arts. This contribution is foundational to building a larger theory of cultural sustainability.
Purpose: This research explores parental management and use of media, as part of strategies to affirm children’s racial identities, as well as to assist such parenting…
Purpose: This research explores parental management and use of media, as part of strategies to affirm children’s racial identities, as well as to assist such parenting efforts. It analyzes how parents construct Black children’s engagement with media, as being a counter-cultural coping mechanism, to temper the potential racial and diasporic discordance of their children’s identities.
Methodology/approach: There is analysis of in-depth interviews about the media marketplace experiences of Black women in Britain. The analytic approach is informed by studies of identity and visual consumption, as well as race in the marketplace, which emphasize how identity intersects with consumer culture.
Findings: Findings reveal that intra-racial, inter-racial, and inter-cultural relations influence how and why parents manage media that their Black children engage with, including when trying to reinforce their Black identities. Findings also indicate how online user-generated content enables parents to seek a sense of support as part of their inter-cultural and race-related parenting efforts.
Social implications: Findings at the root of this research point to the need for media producers and marketers to be sensitized to parental concerns about the development of their children’s Black identities.
Originality/value: This work foregrounds under-explored issues concerning parental race-work and processes of consumer biracialization in relation to media representation and spectatorship.
Purpose: This paper adopts a practice-oriented approach to address gaps in existing knowledge of the significance of cultural producers’ and intermediaries’ practices of…
Purpose: This paper adopts a practice-oriented approach to address gaps in existing knowledge of the significance of cultural producers’ and intermediaries’ practices of taste for the construction and organization of markets. Using the example of the cultural field of “natural” wine, I propose how taste operates as a logic of practice, generating market actions in relation to the aesthetic regime of provenance.
Methodology/approach: The paper sets out the conceptual relationship between aesthetic regimes and practices of taste. The discussion draws from interpretive research on natural wine producers and cultural intermediaries involving 40 interviews with natural wine makers, retailers, sommeliers, and writers based in New York, Western Australia, the Champagne region, and the Cape Winelands.
Findings: Three dimensions of how taste is translated into action are examined: as a device of division, which establishes a fuzzy logic of resemblance; as a device of operation, which provides an intuitive platform for shaping the means of production; and as a device of coordination, which enables an embedded experience of trust.
Originality/value: The paper’s discussion of dispositions, affect, intuition, and pattern identification provide new insights into the translation of taste into action, and the macro-organization of markets. I argue for attention to how cultural producers and cultural intermediaries are mobilized through their habitual sense of taste, shifting the focus away from consumers to those whose market actions are largely self- and peer-referential. This is important for understanding processes of market development and value construction.
Purpose: This study examines the experiences and struggles of young women with breast cancer as they navigate the intersectionality of their illness and gender identity…
Purpose: This study examines the experiences and struggles of young women with breast cancer as they navigate the intersectionality of their illness and gender identity. Specifically, the research explores the construction and expression of gender identity as a core part of who they were prior to diagnosis and who they desire to be in the future.
Design and methodology: A phenomenological approach was used to investigate how women with breast cancer experience changes related to gender identity. Eighteen in-depth interviews were conducted with young women who have been diagnosed within the last five years.
Findings: Young women undergo gender identity disruptions and shifts as the result of breast cancer diagnosis and treatment. Informants expressed feelings that their resultant identities do not conform to cultural normative representations of gender, which profoundly impact their perceptions of the physical self, gender roles, and intimate relationships. At this acute stage, they struggled with the loss of important body markers of femininity (breasts, hair, etc.) and attempted through consumption to find alternative ways to enact gender expressions.
Originality and value: This research explores consumer experiences when bodies do not conform to idealized body images and cultural representations of gender. Informants revealed a complex portrait of women who experience the early, invasive stages of illness and body transformation.
Purpose: The paper makes use of Kuhn’s “The Structure of Scientific Revolutions” to explain Consumer Culture Theory (CCT) as a normal scientific tradition. The paper…
Purpose: The paper makes use of Kuhn’s “The Structure of Scientific Revolutions” to explain Consumer Culture Theory (CCT) as a normal scientific tradition. The paper intends to show how a previously marginalized research tradition has now started solidifying its paradigmatic boundaries, and what implications this holds for aspiring CCT scholars.
Method/approach: The paper makes use of literature from the Journal of Consumer Research and Marketing Theory to point out the methodological and practical issues in the discipline that have been pointed out by CCT proponents. These criticisms are discussed as scientific “anomalies.” Furthermore, the paper critically analyzes immigrant acculturation literature produced by CCT researchers in the past 30 years through a Kuhnian lens to show proponents of the fields implicitly addressing different “anomalies,” explaining the tradition to be a normal scientific one.
Findings: An in-depth analysis of immigrant acculturation literature within CCT shows every successive project within the field has addressed “anomalies” by pointing out research gaps, providing a rationale for their respective methodology, and, in turn, adding precision to theoretical frameworks, depicting a normal scientific tradition.
Originality and value: The paper adds value by discussing the probable consequences of this boundary solidification. On one hand, aspiring scholars will have scientific assumptions with which to enter the laboratory (consumer world) and guidelines that can be used toward publishing. On the other, this can also lead to a possible dogmatization of an emerging consumer research paradigm, making it difficult for new scholars to be creative.
Purpose: This paper examines emerging consumption patterns in Vietnam’s transportation market, and considers them within broader practices and histories of mobility. I…
Purpose: This paper examines emerging consumption patterns in Vietnam’s transportation market, and considers them within broader practices and histories of mobility. I examine how Vietnamese consumers are apprehending the current transportation shift from motorcycles to automobiles and the corresponding societal transformations it foreshadows and remembers.
Design/methodology: Research was conducted between 2013 and 2016 and involved analyses of transportation industry global and regional documents and reports, observations and interviews with users and sellers of motorcycles and automobiles in Vietnam, participant observation and focus groups with drivers and driving schools in Danang and Ho Chi Minh City, Vietnam, and discussions with transportation designers, engineers, manufacturers, and marketing professionals.
Findings: Shifts in manufacturing and recent regional and international trade agreements mandating tariff reductions on transportation commodities have been reorienting material and temporal relations to the market. In this transition period when the meaning and valuation of motorcycles are shifting, anticipations of automobiles are paramount.
Originality and value: By analyzing emerging transportation markets in Vietnam, I identify potential collaborative opportunities for stakeholders in academia, industry, and policy to further explore issues of transportation and mobility preferences and developments in Southeast Asia and suggest that this may be a productive arena for lateral learning.
Purpose: In this paper, we focus on the mythic nature of the anonymous Bitcoin creator, Satoshi Nakamoto. Drawing on ideas from Foucault and Barthes on authorship, we…
Purpose: In this paper, we focus on the mythic nature of the anonymous Bitcoin creator, Satoshi Nakamoto. Drawing on ideas from Foucault and Barthes on authorship, we analyze the notion of the absence of the author and how that sustains the brand. Design/methodology/approach: Based on interview data, participant observation, archival data, and a netnography, we examine the discourses that emerge in the wake of multiple Satoshi Nakamoto exposés that serve as both stabilizing and destabilizing forces in the Bitcoin ecosystem. Findings: We analyze the different interpretations of Satoshi Nakamoto through his own text and how his readers interpret him. We identify how consumers employ motifs of myth and religiosity in trying to find meaning in Satoshi’s disappearance. His absence allows for multiple interpretations of how the Bitcoin brand is viewed and adopted by a diverse community of enthusiasts.
Implications: Our findings provide a richer understanding of how, in a period of celebrity brands, Satoshi Nakamoto’s anti-celebrity stance helps sustain the Bitcoin ecosystem.
Originality/value: Our analysis examines the nature of anonymity in our hyper-celebrity culture and the mystique of the anonymous creator that fuels modern-day myths for brands without owners.
Purpose: This study explores how the interplay between a passionate consumer and his embeddedness in the lively network of a consumer tribe represents a fertile…
Purpose: This study explores how the interplay between a passionate consumer and his embeddedness in the lively network of a consumer tribe represents a fertile environment for the emergence of an entrepreneurial venture that is able to combine micro- and macro-level concerns bridging tribe and marketplace needs.
Design/methodology/approach: The research, set within the context of an exemplar consumer’s entrepreneurial project, was conducted following a netnographic methodological approach.
Findings: By fluidly moving from within to outside the tribe in the wider marketplace, the entrepreneur crafts his own new space in the market through a cultural mediation work that effectively combines the affective, immaterial labor characterizing the social glue of the tribe collective ethos with entrepreneurial spirit and sharp marketing and consumer insight abilities. The entrepreneur acts as a resource integrator of traditional firm-driven and emerging consumer-driven marketplace without opposing existing market structures, but rather valorizing them through his intermediation work.
Research limitations: This is a single-case study that, although exemplar, needs to be expanded and consolidated with further empirical evidence.
Originality/value: The study contributes to extant literature on consumer-driven market emergence and new market system dynamics by uncovering the role of consumer entrepreneur as a reconfigurator of the existing market resources.