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. (Unpublished)
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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.
ORCID iDs
Hamilton, K.L.

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Item type: Conference or Workshop Item(Paper) ID code: 18821 Dates: DateEvent2010PublishedKeywords: salsa, marketing, dance, gender, Marketing. Distribution of products Subjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Mrs Jan Whiteford Date deposited: 06 May 2010 13:03 Last modified: 18 Jan 2023 13:02 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/18821