Debunking the Myths of Global
						Consumer Culture Literature

Ger, Gülız; Karababa, Emınegül; Kuruoğlu, Alev; Türe, Meltem; Üstüner, Tuba; Yenicioglu, Baskin

doi:10.4135/9781473998803.n6

Cited by 13 publications

(12 citation statements)

References 78 publications

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“…Douglas claims that the categorization of the objects and ideas into pure and impure is an inherent social activity, and what is dirty or clean is measured against a pre-defined cultural codification. Anything that is ambiguous as to where it fits in the social construction is considered dangerous or impure, although it is possible to cleanse objects from their filthy attributes (Ger and Yenicioglu, 2004). In essence, Douglas argues that dirtiness is relational.…”

Section: Mary Douglas’s Concept Of Metaphorical Cleanlinessmentioning

confidence: 99%

Purification in religious sojourns: consuming in relatively sacred spaces

Rauf

2022

QMR

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Purpose Using the canvas of the author’s sojourn with the Islamic preaching group Tablighi Jamaat, this study aims to exhibit reflections on how spaces can be categorized as more sacred or less sacred according to a specific religious worldview. The paper extends the conversation on Mary Douglas’s concepts of purity and danger by sharpening the focal lens on place in Douglas’s theoretics. The paper also proffers the idea of a sojourn as a vehicle of purification. Design/methodology/approach This paper depicts findings from the author’s multi-sited ethnographic field notes carried out from a 40-day sojourn with the Islamic preaching group Tablighi Jamaat in Pakistan. Findings The study unveils the concept of relative sacredness or how some spaces can be considered more sacred than others. The differential sacred status of these variegated spaces, each with its own etiquettes, meaning and consumption rituals is a means for purification for sojourners. Originality/value This paper prioritizes a focus on place in Mary Douglas’s arguments on purity and impurity in a religious consumption context. The thesis argues that place is a significant concept associated with metaphorical cleanliness/sacredness, which in religious terms guides consumer action.

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Section: Mary Douglas’s Concept Of Metaphorical Cleanlinessmentioning

confidence: 99%

Purification in religious sojourns: consuming in relatively sacred spaces

Rauf

2022

QMR

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“…Scholars emphasize the importance of understanding ‘the context of the context’ (Askegaard and Linnet, 2011) and draw attention to the institutional, historical and intersectional dynamics that structure consumption and marketing (e.g., Fırat and Dholakia, 2017; Fitchett et al, 2014; Ger, 2018). Yet, the ways in which power is implicated in knowledge production remain far less investigated (e.g., Faria and Hemais, 2017; Ger et al, 2018; Jafari et al, 2012; Karababa, 2012; Sandıkcı, 2019; Varman, 2019; Varman and Costa, 2013; Varman and Saha, 2009).…”

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confidence: 99%

“…The existing research focuses primarily on the problematics of applying to other contexts theoretical frameworks and conceptual categories developed in the West (Ger et al, 2018; Jafari et al, 2012; Karababa, 2012). As critics argue, this approach, which is reflective of an ‘essentialist mindset’ (Karababa, 2012) and ‘ethnocentric myopia’ (Tadajewski, 2008), reifies the differences between the West and the rest (Fırat, 2016; Ger et al, 2018; Jafari et al, 2012; Sandıkcı, 2019; Varman and Costa, 2013; Varman and Saha, 2009).…”

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confidence: 99%

The scalar politics of difference: Researching consumption and marketing outside the west

Sandıkçı

2022

Marketing Theory

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This paper explores the relationship between knowledge hierarchies and sociospatial ordering of the world and, in doing so, to problematize the ways we study and understand consumption and marketing outside the West. By sociospatial ordering of the world, I refer to scalar divisions that organize and mobilize hierarchical perceptions of the world. Adopting a view of scale as a way of knowing and apprehending the world, I trace the origins, uses and effects of three scales – Third World, non-Western and emerging markets – that organize and inform research about marketing and consumption outside the West. Each of these scales indicates an imagined distance from an assumed central point and mobilizes visions that order and organize not only places, but knowledge produced in and about these places. I show that these scalar configurations are neither neutral nor transparent designations, but politically charged, sociospatial constructions that privilege certain representations, meanings and identifications over others. In the process, they shape knowledge production, permitting particular forms of difference – absence, plurality and excess – to take shape, circulate and gain legitimacy. I conclude by discussing the possibility of a notion of difference that does not rest on a negative comparison between two entities but is generative, affirmative and non-hierarchical.

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“…Compared to managerially oriented globalization studies, CCT research tends to take a different theoretical and critical angle in understanding the broader sociocultural implications of globalization. We argue that considering the important, yet fragmented and sometimes contradictory, insights that CCT globalization research has accumulated over the past 30 years, it is useful to step back and gain perspective on what this strand of globalization research has revealed thus far (Ger et al, 2018;MacInnis, 2011). Further, the ongoing resurgence of nationalism and anti-immigration sentiments in global consumer cultures, and the unprecedented impact of global financial, ideological and technological forces on consumers add a sense of urgency to advance knowledge on globalization and how it affects consumers.…”

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confidence: 99%

How globalization affects consumers: Insights from 30 years of CCT globalization research

2019

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Understanding how globalization affects consumers is a key concern of international marketing research. Consumer culture theory (CCT) studies contribute to this stream of research by critically examining how globalization affects consumers under different cultural conditions. We offer a systematic narrative synthesis of 30 years of CCT globalization research to gain perspective on this important stream of research. We identify three theoretical perspectives – that is, homogenization, glocalization and deterritorialization – that have shaped the ways in which CCT scholars have approached globalization phenomena. We discuss each perspective with regard to its underlying notion of culture, its assumptions of power relations between countries and the role that it ascribes to individuals in globalization processes. We problematize these perspectives and show how CCT research has challenged and extended each perspective, focusing specifically on consumer empowerment, consumer identity and the symbolic meaning of global brands as substantial domains. Lastly, we discuss avenues for future consumer cultural globalization research.

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Debunking the Myths of Global Consumer Culture Literature

Abstract: Globalization is often linked to hybridity. This is a world 'where reggae emerges from the slums of Kingston, and mixes with hundreds of other local musical styles,

Cited by 13 publications

References 78 publications

Purification in religious sojourns: consuming in relatively sacred spaces

Purification in religious sojourns: consuming in relatively sacred spaces

The scalar politics of difference: Researching consumption and marketing outside the west

How globalization affects consumers: Insights from 30 years of CCT globalization research

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