Pub Date : 2022-04-28DOI: 10.1080/10253866.2022.2067149
Sonali Srivastava, Terhi‐Anna Wilska, Johanna Sjöberg
ABSTRACT This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes.
{"title":"Girls’ portrayals in fast fashion advertisements","authors":"Sonali Srivastava, Terhi‐Anna Wilska, Johanna Sjöberg","doi":"10.1080/10253866.2022.2067149","DOIUrl":"https://doi.org/10.1080/10253866.2022.2067149","url":null,"abstract":"ABSTRACT This study analyses the visual construction of girls and notions surrounding young femininities articulated by 15 contemporary advertisements of Nordic fast fashion companies, available on their public Facebook pages in Finland. A visual discourse analysis identifies some blatantly stereotypical and a few complex visual constructions of girls as heterosexual, caring, innocent, sexy posers, active self-presenters and self-surveyors, carefree and environmental activists. The implications of our findings, particularly in shaping societal notions surrounding girls, are discussed. The study contributes primarily to the research field of visual commercial representation of girls by unpacking how their complex portrayals can create an equivocation that eventually resurrects stereotypes surrounding young femininities. It advances studies on Nordic consumer culture by highlighting that girls’ portrayals by Nordic companies may not clearly reflect the values of state feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)produce stereotypes.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85695074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-22DOI: 10.1080/10253866.2022.2066656
Clea D. Bourne, D. Mumby, Debashish Munshi, Arindam Das, Himadri Roy Chaudhuri, L. Edwards
ABSTRACT In this virtual roundtable, the editors of the special issue convened a discussion between three leading scholars in the fields of critical communication studies, CCT and marketing, to explore the roles, challenges and tensions that arise from the engagement of consumption and markets at the juncture of global crises. In the eclectic conversation, they critically probe the power imbalances in market narratives between the centre and the margin at moments of global crises and look towards alternative forms of markets and consumption culture. While sceptical of counter-market narratives that are appropriated by market mechanisms, they probe the opportunities for radical changes in the future that will subvert neoliberal arrangements and open the way to more equitable infrastructures of survival and overcoming, essential to our future.
{"title":"Narrating the anxious market: in search of alternatives during global crises","authors":"Clea D. Bourne, D. Mumby, Debashish Munshi, Arindam Das, Himadri Roy Chaudhuri, L. Edwards","doi":"10.1080/10253866.2022.2066656","DOIUrl":"https://doi.org/10.1080/10253866.2022.2066656","url":null,"abstract":"ABSTRACT In this virtual roundtable, the editors of the special issue convened a discussion between three leading scholars in the fields of critical communication studies, CCT and marketing, to explore the roles, challenges and tensions that arise from the engagement of consumption and markets at the juncture of global crises. In the eclectic conversation, they critically probe the power imbalances in market narratives between the centre and the margin at moments of global crises and look towards alternative forms of markets and consumption culture. While sceptical of counter-market narratives that are appropriated by market mechanisms, they probe the opportunities for radical changes in the future that will subvert neoliberal arrangements and open the way to more equitable infrastructures of survival and overcoming, essential to our future.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80522131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-13DOI: 10.1080/10253866.2022.2063280
Ida Lunde Jørgensen
Marcia Chatelain has written an enlightening and meticulously researched business and cultural history about McDonalds and the entwinement of the fast-food industry in the lives of Black Americans. The book should be of interest to scholars of consumer culture, especially those with an interest in the socio-cultural dimension of business, marketing and race. McDonalds is a fascinating, almost ubiquitous, cultural reference worldwide, due to the size and impact of the corporation – a corporation based on the franchise model. Chatelain offers a rich and nuanced cultural business history firmly focused on the rise of the company in America, its birthplace, and the complicated relationship between the company and Black Americans as consumers, employees and franchise holders. In many places, Chatelain also unfolds her narrative to include other players and trends in the fastfood industry. The book is divided into seven chapters charting different historical developments and themes. One of the key arguments of the book, elucidated as a theme over several chapters, is how the growth of the fast-food industry benefitted from the extension of civil rights, desegregation and political initiatives to support Black business ownership, and how Black activism played a central role in ensuring that the company made good on these opportunities. Chatelain compellingly shows how such efforts were often met with resistance within the company, at first, only to become central pillars of the corporation once they became seen as a profitable strategy. For example, Chatelain shows how the fight for civil rights for Black Americans played out in restaurants, where Black Americans would launch sit-ins in their finest clothes often forcefully removed and harassed. Even after the Civil Rights Act of 1964, which formally ended segregation, Black Americans were often treated with less respect in restaurants and diners, and after desegregation McDonald’s, previously centred on separated drive-thru, began to offer “dine-in”meals where social class and race mattered less. Furthermore, McDonald’s offered meals at a competitive price point and marketed itself as a place where one did not have to dress up for the occasion. Throughout, Chatelain painstakingly shows how the corporation on the one hand set itself up as a comparatively more inclusive space, but also shows the underlying racist implications of this as a conscious marketing geared towards Black Americans, that mirrored greater societal narratives. Another track in Chatelain’s narrative traces how political support for Black business ownership, supported almost unilaterally across the political spectrum, in lieu of comprehensive social reform to better the lives of Black Americans, came to include Black business ownership through the franchise model. Again, after resistance, McDonald’s saw a business case in offering franchise rights to Black business owners in Black neighbourhoods. Chatelain unfolds the complexity of th
{"title":"Franchise: the golden arches in Black America","authors":"Ida Lunde Jørgensen","doi":"10.1080/10253866.2022.2063280","DOIUrl":"https://doi.org/10.1080/10253866.2022.2063280","url":null,"abstract":"Marcia Chatelain has written an enlightening and meticulously researched business and cultural history about McDonalds and the entwinement of the fast-food industry in the lives of Black Americans. The book should be of interest to scholars of consumer culture, especially those with an interest in the socio-cultural dimension of business, marketing and race. McDonalds is a fascinating, almost ubiquitous, cultural reference worldwide, due to the size and impact of the corporation – a corporation based on the franchise model. Chatelain offers a rich and nuanced cultural business history firmly focused on the rise of the company in America, its birthplace, and the complicated relationship between the company and Black Americans as consumers, employees and franchise holders. In many places, Chatelain also unfolds her narrative to include other players and trends in the fastfood industry. The book is divided into seven chapters charting different historical developments and themes. One of the key arguments of the book, elucidated as a theme over several chapters, is how the growth of the fast-food industry benefitted from the extension of civil rights, desegregation and political initiatives to support Black business ownership, and how Black activism played a central role in ensuring that the company made good on these opportunities. Chatelain compellingly shows how such efforts were often met with resistance within the company, at first, only to become central pillars of the corporation once they became seen as a profitable strategy. For example, Chatelain shows how the fight for civil rights for Black Americans played out in restaurants, where Black Americans would launch sit-ins in their finest clothes often forcefully removed and harassed. Even after the Civil Rights Act of 1964, which formally ended segregation, Black Americans were often treated with less respect in restaurants and diners, and after desegregation McDonald’s, previously centred on separated drive-thru, began to offer “dine-in”meals where social class and race mattered less. Furthermore, McDonald’s offered meals at a competitive price point and marketed itself as a place where one did not have to dress up for the occasion. Throughout, Chatelain painstakingly shows how the corporation on the one hand set itself up as a comparatively more inclusive space, but also shows the underlying racist implications of this as a conscious marketing geared towards Black Americans, that mirrored greater societal narratives. Another track in Chatelain’s narrative traces how political support for Black business ownership, supported almost unilaterally across the political spectrum, in lieu of comprehensive social reform to better the lives of Black Americans, came to include Black business ownership through the franchise model. Again, after resistance, McDonald’s saw a business case in offering franchise rights to Black business owners in Black neighbourhoods. Chatelain unfolds the complexity of th","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90502764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-24DOI: 10.1080/10253866.2022.2054807
J. Södergren
ABSTRACT Consumer understanding of the past often revolves around myths or sanitized versions of history. Consumers resort to these fantasies to connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is the case with the Viking myth, which has been misappropriated by white supremacists. Using Derrida’s concept of “hauntology” as a theoretical lens, findings suggest that the Viking myth, in addition to nostalgia, may evoke feelings of collective guilt when inscribed in a present-day ideological landscape. Findings also show that consumers can resolve such mythological tension by employing atonement as a self-authenticating act. The theoretical framework of collective guilt as a hauntology explains relationships between consumer myth-making and nostalgia that have not been recognized by prior research on past-themed consumption.
{"title":"The Viking myth: nostalgia and collective guilt","authors":"J. Södergren","doi":"10.1080/10253866.2022.2054807","DOIUrl":"https://doi.org/10.1080/10253866.2022.2054807","url":null,"abstract":"ABSTRACT Consumer understanding of the past often revolves around myths or sanitized versions of history. Consumers resort to these fantasies to connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is the case with the Viking myth, which has been misappropriated by white supremacists. Using Derrida’s concept of “hauntology” as a theoretical lens, findings suggest that the Viking myth, in addition to nostalgia, may evoke feelings of collective guilt when inscribed in a present-day ideological landscape. Findings also show that consumers can resolve such mythological tension by employing atonement as a self-authenticating act. The theoretical framework of collective guilt as a hauntology explains relationships between consumer myth-making and nostalgia that have not been recognized by prior research on past-themed consumption.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81444753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-04DOI: 10.1080/10253866.2022.2046564
E. Lick
ABSTRACT The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of “Multimodal Sensory Marketing” is suggested. Important pillars for the scaffolding of this framework are intra – and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store interior texts, and customer texts (movements and interactions). The originality of this article resides in the demonstration of how retailers may choose and combine different sensory modes in their meaning making of theme-based retail texts. Intermodality transductions are of particular importance, since they increase the co-occurrence of sensory modes, the intensity of their interplay, and ultimately, may enhance favorable consumer behavior. Transductive links support such transduction processes. Managerial implications and directions for future research are provided.
{"title":"“Multimodal Sensory Marketing” in retailing: the role of intra- and intermodality transductions","authors":"E. Lick","doi":"10.1080/10253866.2022.2046564","DOIUrl":"https://doi.org/10.1080/10253866.2022.2046564","url":null,"abstract":"ABSTRACT\u0000 The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of “Multimodal Sensory Marketing” is suggested. Important pillars for the scaffolding of this framework are intra – and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store interior texts, and customer texts (movements and interactions). The originality of this article resides in the demonstration of how retailers may choose and combine different sensory modes in their meaning making of theme-based retail texts. Intermodality transductions are of particular importance, since they increase the co-occurrence of sensory modes, the intensity of their interplay, and ultimately, may enhance favorable consumer behavior. Transductive links support such transduction processes. Managerial implications and directions for future research are provided.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82269995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.1080/10253866.2022.2046563
J. Bowersox
ABSTRACT How should toymakers represent a diverse society? Surprisingly, given the force of recent debates over race and nation and over migration, multiculturalism, and the postcolonial condition of Europe and North America, there is relatively little scholarship on how the toy industry engages with these particular themes. This article seeks to remedy this by taking a single toy company, Playmobil, as a case study for exploring the politics of racial and ethnic difference in its toys and marketing materials. It argues that the company, in an effort to diversify its products without alienating wary customers, has incorporated difference through specific strategies that elide and thereby reinforce an implicitly white, majoritarian norm, following a pattern of “banal multiculturalism” (Thomas 2011). By exploring these strategies in detail and by tying them to longstanding historical patterns, this study will suggest how companies can more critically challenge their own exclusionary practices of representation.
{"title":"Playing with diversity: racial and ethnic difference in playmobil toys","authors":"J. Bowersox","doi":"10.1080/10253866.2022.2046563","DOIUrl":"https://doi.org/10.1080/10253866.2022.2046563","url":null,"abstract":"ABSTRACT How should toymakers represent a diverse society? Surprisingly, given the force of recent debates over race and nation and over migration, multiculturalism, and the postcolonial condition of Europe and North America, there is relatively little scholarship on how the toy industry engages with these particular themes. This article seeks to remedy this by taking a single toy company, Playmobil, as a case study for exploring the politics of racial and ethnic difference in its toys and marketing materials. It argues that the company, in an effort to diversify its products without alienating wary customers, has incorporated difference through specific strategies that elide and thereby reinforce an implicitly white, majoritarian norm, following a pattern of “banal multiculturalism” (Thomas 2011). By exploring these strategies in detail and by tying them to longstanding historical patterns, this study will suggest how companies can more critically challenge their own exclusionary practices of representation.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89858374","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-14DOI: 10.1080/10253866.2022.2037574
Aya Aboelenien, Zeynep Arsel
ABSTRACT Meat is both a loved and hated everyday consumption object across cultures and has become an icon throughout history. This article traces meat’s trajectory in the Global North and identifies four periods that contribute to its iconicity. Meat’s iconic status has been shaped by discourses on health, morality, ecology, class, science, and gender. It has been central to colonialism, wars, the Industrial Revolution, and scientific developments. We pinpoint the role of marketplace actors – from butchers to slaughterhouses to political institutions to corporations and scientists – in making meat a contested object and a marketplace icon. We conclude the article with a call for more research outside the Global North. We also invite researchers and policymakers to consider existing scholarly work that acknowledges a view of nature that is grounded in interspecies reciprocity, which can resolve enduring moral tensions that rely on rigid binary oppositions between humans and animals.
{"title":"Meat: historicizing an icon through marketplace contestations","authors":"Aya Aboelenien, Zeynep Arsel","doi":"10.1080/10253866.2022.2037574","DOIUrl":"https://doi.org/10.1080/10253866.2022.2037574","url":null,"abstract":"ABSTRACT Meat is both a loved and hated everyday consumption object across cultures and has become an icon throughout history. This article traces meat’s trajectory in the Global North and identifies four periods that contribute to its iconicity. Meat’s iconic status has been shaped by discourses on health, morality, ecology, class, science, and gender. It has been central to colonialism, wars, the Industrial Revolution, and scientific developments. We pinpoint the role of marketplace actors – from butchers to slaughterhouses to political institutions to corporations and scientists – in making meat a contested object and a marketplace icon. We conclude the article with a call for more research outside the Global North. We also invite researchers and policymakers to consider existing scholarly work that acknowledges a view of nature that is grounded in interspecies reciprocity, which can resolve enduring moral tensions that rely on rigid binary oppositions between humans and animals.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83307089","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-03DOI: 10.1080/10253866.2022.2030319
J. Cronin, C. Hadley, Alexandros Skandalis
ABSTRACT We provide a critical reading of plastic in consumer culture highlighting its furtive omnipresence and supporting role in enabling the consumption of countless products, services, and brands, including many previously identified marketplace icons. We introduce the term “passengerial icon” to explore how the iconicity of plastic is often characterised by its unobtrusive and inconspicuous presence in consumers’ lives. Like a passenger, plastic most typically accompanies consumers on various experiential journeys rather than drives them. Drawing upon Leder’s concept of dys-appearance, we discuss the “absent presence” of passengerial icons as they tend to fade from consumers’ awareness, remaining present but unseen and unthought about until something about them appears to dysfunction. We discuss the dysfunctional appearance of plastic as catalysed most dramatically by environmental and health consequences. Though plastic’s dys-appearance affects society broadly, it is often hermeneutically and fetishistically handled by individuals through precautionary consumption adjustments rather than collective political action.
{"title":"Plastic: a passengerial marketplace icon","authors":"J. Cronin, C. Hadley, Alexandros Skandalis","doi":"10.1080/10253866.2022.2030319","DOIUrl":"https://doi.org/10.1080/10253866.2022.2030319","url":null,"abstract":"ABSTRACT We provide a critical reading of plastic in consumer culture highlighting its furtive omnipresence and supporting role in enabling the consumption of countless products, services, and brands, including many previously identified marketplace icons. We introduce the term “passengerial icon” to explore how the iconicity of plastic is often characterised by its unobtrusive and inconspicuous presence in consumers’ lives. Like a passenger, plastic most typically accompanies consumers on various experiential journeys rather than drives them. Drawing upon Leder’s concept of dys-appearance, we discuss the “absent presence” of passengerial icons as they tend to fade from consumers’ awareness, remaining present but unseen and unthought about until something about them appears to dysfunction. We discuss the dysfunctional appearance of plastic as catalysed most dramatically by environmental and health consequences. Though plastic’s dys-appearance affects society broadly, it is often hermeneutically and fetishistically handled by individuals through precautionary consumption adjustments rather than collective political action.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82378123","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1080/10253866.2022.2029427
Fabio I. M. Poppi
ABSTRACT The Covid-19 pandemic has affected the food production, distribution, and consumption industries in unprecedented ways. As food continues to play a fundamental role in identity representation processes and identity change, it becomes essential to understand how the pandemic and the resulting crisis have impacted the lives and professional activities of those who place food at the center of their identity. Through the analysis of personal narratives produced by Italian participants, this contribution aims to describe the way Covid-19 has influenced both professionals’ and food amateurs’ identity representations and their resistance strategies to the negative outcomes of the pandemic. The analysis shows that the pandemic has produced dynamics of radicalization of the participants’ identities as well as strategic and optimistic compliance. These observations lay the foundations for a deeper understanding of the Covid-19 food industry crisis and the role that food narratives play during periods of emotional turmoil and economic uncertainty.
{"title":"Fiat panis: identity representation and identity change in food narratives","authors":"Fabio I. M. Poppi","doi":"10.1080/10253866.2022.2029427","DOIUrl":"https://doi.org/10.1080/10253866.2022.2029427","url":null,"abstract":"ABSTRACT The Covid-19 pandemic has affected the food production, distribution, and consumption industries in unprecedented ways. As food continues to play a fundamental role in identity representation processes and identity change, it becomes essential to understand how the pandemic and the resulting crisis have impacted the lives and professional activities of those who place food at the center of their identity. Through the analysis of personal narratives produced by Italian participants, this contribution aims to describe the way Covid-19 has influenced both professionals’ and food amateurs’ identity representations and their resistance strategies to the negative outcomes of the pandemic. The analysis shows that the pandemic has produced dynamics of radicalization of the participants’ identities as well as strategic and optimistic compliance. These observations lay the foundations for a deeper understanding of the Covid-19 food industry crisis and the role that food narratives play during periods of emotional turmoil and economic uncertainty.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80088042","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-18DOI: 10.1080/10253866.2022.2025783
Tiina-Kaisa Kuuru
ABSTRACT This article focuses on embodied knowledge in customer experience. The study draws from literature on embodiment within sociology, consumption, organizational, and management studies, where the active and skillful role of the human body is acknowledged. Based on an autoethnographic study of online and offline yoga services, I identify five dimensions representing how the knowing body enables customer experiences to evolve: knowing the body as situational, physical, social, affective, and transformative. The embodied approach advances current customer-dominant logic studies within service research by highlighting how the active, holistic involvement of the human body allows the customer to engage in the experience.
{"title":"Embodied knowledge in customer experience: reflections on yoga","authors":"Tiina-Kaisa Kuuru","doi":"10.1080/10253866.2022.2025783","DOIUrl":"https://doi.org/10.1080/10253866.2022.2025783","url":null,"abstract":"ABSTRACT This article focuses on embodied knowledge in customer experience. The study draws from literature on embodiment within sociology, consumption, organizational, and management studies, where the active and skillful role of the human body is acknowledged. Based on an autoethnographic study of online and offline yoga services, I identify five dimensions representing how the knowing body enables customer experiences to evolve: knowing the body as situational, physical, social, affective, and transformative. The embodied approach advances current customer-dominant logic studies within service research by highlighting how the active, holistic involvement of the human body allows the customer to engage in the experience.","PeriodicalId":47423,"journal":{"name":"Consumption Markets & Culture","volume":null,"pages":null},"PeriodicalIF":2.4,"publicationDate":"2022-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78665870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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