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Gender in motion: dancing salsa and masculine identities

Hamilton, K.L. and Hewer, P.A. (2010) Gender in motion: dancing salsa and masculine identities. In: 10th Conference on Gender, Marketing and Consumer Behaviour, 2010-06-26 - 2010-06-29, Ambleside, UK. (Unpublished)

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Abstract

Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social.

Item type: Conference or Workshop Item (Paper)
ID code: 18821
Keywords: salsa, marketing, dance, gender, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Mrs Jan Whiteford
Date Deposited: 06 May 2010 14:03
Last modified: 17 Jul 2013 15:50
URI: http://strathprints.strath.ac.uk/id/eprint/18821

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