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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.

Item type: Article
ID code: 15499
Keywords: salsa, netnographic analysis, Social Sciences (General), Economics and Econometrics, Applied Psychology, Marketing
Subjects: Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Depositing user: Mrs Jan Whiteford
Date Deposited: 12 Feb 2010 11:51
Last modified: 21 May 2015 11:08
URI: http://strathprints.strath.ac.uk/id/eprint/15499

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