Deconstructing Cultural Pluralism

Niemonen, Jack

doi:10.1080/027321799280109

Cited by 5 publications

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“…Haug, 1967) and the political literature (e.g. Niemonen, 1999), and aptly characterises the experience of people living in multicultural environments. However, it has not been applied to the consumer behaviour realm thus far, although several authors have considered or noted the changes that consumers are experiencing in marketplaces of increasing multicultural diversity (Craig & Douglas, 2006;Jamal, 2003;Yaprak, 2008).…”

Section: Introductionmentioning

confidence: 99%

Cultural pluralism: Uncovering consumption patterns in a multicultural environment

Demangeot

Sankaran

2012

Journal of Marketing Management

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Although increasing numbers of people live in multicultural environments devoid of a dominant culture, little is known about how, in such environments, they deal with the products or consumption practices of different cultures. This study explores the phenomenon of cultural pluralism, defined as a pattern of emergent consumption acts that result in the adoption, by individuals, of products or consumption practices from several cultures. A qualitative study involving 20 participants investigated the adoption of culturally cued products over time. Four cultural pluralism strategies emerge from the analysis. First, cultural experimentalism characterises the continuous search for the products, practices, and experiences of other cultures. Second, cultural extensionism characterises a cautious strategy slowly leading consumers beyond their comfort zone of known products towards those of other cultures. Third, cultural purism characterises a selective approach towards culturally cued products which limits consumption to a specific set of cultures. Fourth, cultural passivity characterises inertia or lack of engagement with other cultures and their products. Several antecedents are identified, whose salience appears to vary with each strategy, and each strategy has different behavioural outcomes. The study contributes to the literature on multicultural marketing by providing a more inclusive view of consumption in multicultural environments than that afforded by the sole consideration of ethnic origin or individual traits and orientations.

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Section: Introductionmentioning

confidence: 99%

Cultural pluralism: Uncovering consumption patterns in a multicultural environment

Demangeot

Sankaran

2012

Journal of Marketing Management

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“…Antiracist educators imply that "being" is predominantly racial-an assumption that has not been proved-and they emphasize differences rather than similarities among people (Niemonen 1999). As an essentializing discourse that reifies and reproduces binary conceptions of race, antiracist education perpetuates a classification system that has no ontological status.…”

Section: A Critical Assessmentmentioning

confidence: 99%

Antiracist Education in Theory and Practice: A Critical Assessment

Niemonen

2007

Am Soc

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“…To the extent that a broader theoretical context for studies addressing race and ethnicity could be found, Niemonen described it as "an eclectic borrowing from assimilation, social psychology, demography and human ecology, social stratification and political economy." Ultimately, Niemonen argued that this work failed to "address the epistemological implications of how sociologists study racial and ethnic relations, and to evaluate the ontological standing of the concepts they employ" (p. 35; see also Niemonen 1999).…”

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The race relations “Problematic” in American sociology: Revisiting Niemonen’s case study and critique

Hartmann

Croll

Guenther

2003

Am Soc

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Using articles drawn from the years 1996-1999, this paper updates and expands Jack Niemonen's 1997 TAS analysis of the articles dealing with race and ethnicity in the four core sociology journals. We found a greater rate of publication and several new substantive areas incorporating race and ethnicity, but many of the patterns Niemonen identified remain in place. These articles are highly quantitative, rely heavily on U.S. Census categories, tend to explain racial and ethnic phenomenon as by-products of broader social forces (such as class-based stratification), and subsume these analyses under the headings of alternative subfields. Niemonen used these findings to offer a powerful critique of the status of race and ethnicity in sociology, the underdevelopment of the racial and ethnic relations "problematic," and its marginalization within the discipline as a whole. To reassess these interpretations and conclusions, we examined the relationships between methodology and substance, and compared the main sample with a subset of more specialized articles focused on race and ethnicity. We found a close connection between quantitative methods and the use of Census definitions of race and ethnicity, but surprisingly few differences between the race and ethnic subset and the more inclusive main sample appeared. These findings allow us to offer support and some important qualifications to Niemonen's original conclusions.Racial and ethnic relations have long been a core concern for sociologists, especially in the United States. The last twenty-five years witnessed prolific production of works in this area. Many of the most publicly prominent sociological publications in the last decade or so have focused specifically on racial issues, including Wilson's trilogy on race and class . Yet in spite of such high-profile publications and the de facto inclusion of race and ethnicity as variables in much sociological research, questions about the theoretical premises underlying the subfield of race and ethnic relations, as well as its status in the discipline as a whole, abound. Some have suggested that sociological investigations that address the topic are concerned primarily with documenting the existence of racial inequality rather than exploring its causes. Joe Feagin, for ex-Douglas Hartmann is an associate professor and Paul R. Croll and Katja Guenther are graduate students in the

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Deconstructing Cultural Pluralism

Cited by 5 publications

References 0 publications

Cultural pluralism: Uncovering consumption patterns in a multicultural environment

Cultural pluralism: Uncovering consumption patterns in a multicultural environment

Antiracist Education in Theory and Practice: A Critical Assessment

The race relations “Problematic” in American sociology: Revisiting Niemonen’s case study and critique

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