Unleashing the animal within: Exploring consumers’ zoomorphic identity motives

Abstract

Through netnographic inquiry, we explore the practice of zoomorphism by one group of 'anthromorphs' -Furries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. Building on this, we also identify two ways (constructing a fursuit and engaging in ritualised animalistic behaviour) in which Furries reinforce their communal status through authoritative performances that involves 'giving oneself to the animal spirit'. To our knowledge, this study represents the first examination of Furry consumer culture, and contributes to our understanding of human-animal relations through insights for anthropomorphism, zoomorphism, and the extended self. Specifically, we identify that Furries draw on an anthropomorphised animal spirit to heal feelings of disconnection with the postmodern world. In contrast to studies on anthropomorphism, consumers draw on animal spirits to define their internal sense of self and operate more effectively within the world.

Being sub-culturally authentic and acceptable to the mainstream: Civilizing practices and self-authentication

“…As identified by Healy and Beverland (2013) zoomorphism maintains ties to anthropomorphism (the psychological process that involves the association of human traits onto inanimate objects and animals in an effort to understand them; Ahuvia, 2008). This is due to how the consumption and manifestation of animal traits still requires interpretation from peoples' own human perspective.…”

“…Zoomorphism has anthropological roots as many cultural groups and tribes have been documented as using the practice to claim spiritual and symbolic power (Brown, 2010), and have adopted animal likeness to manifest unique forms of self-expression (Brown, 2010;Fausto, 2007;Healy & Beverland, 2013). Recently zoomorphism has seen a post-modern resurgence within various sub-culture groups as a form of selfreinvention that traverses a relationship with the marketplace.…”

“…However, zoomorphism provides an interesting contrast to understanding how human-animal relationships are forged juxtaposed against a straight anthropomorphic lens. Certainly, Healy and Beverland's (2013) examination of the Furry community's motives for becoming "Fur" demonstrate how zoomorphism can be used to further understand humanity's desire to find a place in the world by becoming more animal.…”

“…Star Trek fans also access marketplace resources to overcome characterizations of superficiality (Kozinets, 2001). Healy and Beverland (2013) identified how tribal members saw their collective identity as a marketplace resource to find wider meaning and success in their personal and social lives. However, they did not examine the practices such consumers used to do so.…”

“…However, some consumers draw on tribal membership as part of a larger life theme or identity project (Healy & Beverland, 2013) whereby they desire to expand the boundaries of the tribe to achieve mainstream acceptance. Life themes are defined as sub-conscious identity issues that can surface as "profound existential concerns or tensions that individuals address in daily life" and are "deeply rooted in personal history [and] highly central to one's core concept of self" (Fournier, 1998, 346).…”