Picture of a sphere with binary code

Making Strathclyde research discoverable to the world...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. It exposes Strathclyde's world leading Open Access research to many of the world's leading resource discovery tools, and from there onto the screens of researchers around the world.

Explore Strathclyde Open Access research content

Cultures of unruly bricolage: 'debadging' and the cultural logic of resistance

Hewer, P.A. and Brownlie, Douglas (2009) Cultures of unruly bricolage: 'debadging' and the cultural logic of resistance. Advances in Consumer Research, 36. pp. 686-687. ISSN 0098-9258

[img]
Preview
PDF (strathprints015510.pdf)
strathprints015510.pdf

Download (87kB) | Preview

Abstract

Arnould and Thompson note that the "marketplace has become a pre-eminent source of mythic and symbolic resources through which [people] construct narratives of identity' (2005: 871). Not only do consumers "actively rework and transform symbolic meanings" (ibid: 871), but in everyday practices they use "marketplace cultures [to] define their symbolic boundaries through an ongoing opposition to dominant lifestyle norms and mainstream consumer sensibilities" (ibid: 874). The paper examines identity work done with cherished possessions, in this case cars. By means of a netnography we focus on everyday practices where consumers rework brand identity towards their local identity projects.