Search results

Transgender people have received substantial attention in recent years, with gender identity being a focal point of online debate. Transgender identities are central to discussions relating to sex-segregated spaces and activities, such as public toilets, prisons, and sports participation. The introduction of “gender-neutral” spaces has received criticism because some argue that there is an increased risk of sexual violence against women and children. However, little is known about the implications that these constructions have for whom is able to claim a “victim status.” In this chapter, I provide a critical analysis of the techniques used by individuals to align themselves with a “victim status.” These claims are presented and contextualized within varying notions of victimization, from being victims of political correctness to victims of a more aggressive minority community. This feeds into an inherently transphobic discourse that is difficult to challenge without facing accusations of perpetuating an individual's “victimhood.” Transphobic rhetoric is most commonly expressed through constructing transgender people as “unnatural,” “sinful,” or as experiencing a “mental health issue.” This chapter argues that the denial of transphobia and simultaneous claims of victimization made by the dominant, cisgender majority are intrinsically linked.

The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.

The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.

The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.

The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.

The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.

The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation.

This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus.

The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer- and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives.

The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues.

The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes to marketing and branding research by showing how the luxury literature connects to the evolution of value creation research in marketing literature.