The purpose of this study was threefold: to develop an understanding of the appropriation of the US High School Prom in the UK and more importantly to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18-20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the High School Prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK businesses should be aware of adolescents' desire for ownership of this event and should tailor their marketing accordingly.
Key WordsAdolescence, Authenticity, Qualitative Research, Rituals, Organisation and Practice
BiographiesDr Julie Tinson is a Senior Lecturer in Marketing at the University of Stirling where she principally teaches Consumer Behaviour and Marketing Communications. Her research interests include family decision making and consumer socialisation. She has published widely on consumer behaviour in relation to families and children and has recently written a book on how to research with children and adolescents. Consultancy includes work for Associa (NFU), Barclays Bank, Tpoll and Channel 4. Dr Peter Nuttall is a Lecturer in Marketing in the School of Management at the University of Bath. He teaches in the areas of international marketing and marketing communications and is also a visiting associate professor at Malta University. His publications have been focused primarily in the field of adolescent and young consumer behaviour. More specifically his research has explored the consumption and use of popular music as a means of expressing identity and the impact of family structure and peer group affiliation on this consumption behaviour. Consultancy work has centred on consumer market research in the charity and not-for-profit sector.
2