Journal ArticleDOI
Marketplace Mythology and Discourses of Power
TLDR
In this paper, the authors argue that marketplace mythologies are tailored to the competitive characteristics and exigencies of specific market structures, providing meanings and metaphors that serve multiple ideological agendas, and illustrate this conceptualization by analyzing mythic narratives that circulate in the natural health marketplace.Abstract:
While drawing from general cultural myths, marketplace mythologies are tailored to the competitive characteristics and exigencies of specific market structures, providing meanings and metaphors that serve multiple ideological agendas. I illustrate this conceptualization by analyzing mythic narratives that circulate in the natural health marketplace. I propose that a nexus of institutional, competitive, and sociocultural conditions that engender different ideological uses of this marketplace mythology by two types of stakeholders: advertisers of herbal remedies and consumers seeking alternatives to their medical identities. I discuss the implications of this theorization for future analyses of consumer mythologies and for theoretical debates over whether consumers can become emancipated from the ideological influences exerted by the capitalist marketplace.read more
Citations
More filters
Journal ArticleDOI
Consumer Culture Theory (Cct): Twenty Years of Research
TL;DR: In this paper, a synthesizing overview of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption is provided, with the aim of providing a viable disciplinary brand for this research tradition that we call consumer culture theory.
Journal ArticleDOI
Religiosity in the Abandoned Apple Newton Brand Community
TL;DR: In this paper, the authors explore the Apple Newton brand community and reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation.
Journal ArticleDOI
Adversaries of Consumption: Consumer Movements, Activism, and Ideology
TL;DR: In this article, consumer movements that seek ideological and cultural change are studied among anti-advertising, anti-Nike, and anti-GE food activists based on New Social Movement (NSM) theory.
Journal ArticleDOI
Toward a theory of brand co-creation with implications for brand governance
TL;DR: In this paper, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation and provided examples of four building blocks by which it occurs: dialogue, access, transparency and risk.
Journal ArticleDOI
Towards an epistemology of consumer culture theory: Phenomenology and the context of context
TL;DR: In this paper, an epistemological positioning of consumer culture theory research beyond the lived experience of consumers is proposed, which explicitly connects the structuring of macro-social explanatory frameworks with the phenomenology of lived experiences, thereby inscribing the micro-social context accounted for by the consumer in a larger sociohistorical context based on the researcher's theoretica.
References
More filters
Book
Power/Knowledge: Selected Interviews and Other Writings 1972-1977
Michel Foucault,Colin Gordon +1 more
TL;DR: The Eye of Power: A Discussion with Maoists as mentioned in this paper discusses the politics of health in the Eighteenth Century, the history of sexuality, and the Confession of the Flesh.
Book
The Wounded Storyteller: Body, Illness, and Ethics
TL;DR: In this paper, the body's problem with illness is described as a Call for Stories, and a call for stories as a call-for-the-call for stories is presented.
Journal ArticleDOI
Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
TL;DR: In this paper, the authors trace the rise of the modern cultural engineering paradigm of branding, premised upon a consumer culture that granted marketers cultural authority, and describe the current post-postmodern consumer culture, which is premised on the pursuit of personal sovereignty through brands.
Book
Modest_Witness@ Second_Millennium: .Femaleman _Meets_OncoMouse
Donna Haraway,Lynn M. Randolph +1 more
TL;DR: In this article, Haraway explores the roles of stories, figures, dreams, theories, facts, delusions, advertising, institutions, economic arrangements, publishing practices, scientific advances and politics in twentieth-century technology.
Journal ArticleDOI
Liberatory Postmodernism and the Reenchantment of Consumption
A. Fuat Firat,Alladi Venkatesh +1 more
TL;DR: In this article, the authors elaborate on various key ideas about consumption and consumer from a theoretical position that they have labeled "liberatory postmodernism." By unmasking the limitations of modernism that have to do with the onerous nature of its metanarratives and narrow conventionalism, they show that postmodern developments offer alternate visions of consumption processes that have an emancipatory potential.