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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Salsa magic: an exploratory netnographic analysis of the salsa experience

Hamilton, Kathy and Hewer, Paul (2009) Salsa magic: an exploratory netnographic analysis of the salsa experience. Advances in Consumer Research, 36. pp. 502-508. ISSN 0098-9258

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Abstract

This is a paper about the promise of salsa dancing as unfolding social drama. We argue that a turn to dance offers much potential to reinvigorate ways of theorizing consumer culture, necessitating we take seriously talk around such experiences. Based on a netnographic analysis, which is inspired by the informative work of Kozinets (1997, 1998, 2001). We reveal how dance is a reflexive form of knowledge enacted in and through our bodies, where the settled and fixed becomes disturbed. Dance then makes possible shared passions, exhilarations and desires lacking from people's everyday lives granting them a space for expression.