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 (Unpublished)
Full text not available in this repository. (Request a copy from the Strathclyde author)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: | 04 Oct 2012 17:35 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/18821 |
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