Muslim male segmentation: the male gaze and girl power in Malaysian vampire movies

2017 ◽  
Vol 8 (1) ◽  
pp. 95-106 ◽  
Author(s):  
Thanaseelen Rajasakran ◽  
Santhidran Sinnappan ◽  
Thinavan Periyayya ◽  
Sridevi Balakrishnan
Keyword(s):  
Feminist Theory ◽  
Consumer Culture ◽  
Film Studies ◽  
Future Research ◽  
Culture Theory ◽  
Girl Power ◽  
Content Type ◽  
Gender Biases ◽  
And Gender ◽  
Consumer Culture Theory

Purpose The purpose of this paper is to propose and develop a distinct perspective from the consumer culture theory in the context of Muslim consumers, marketing and the feminist theory. Design/methodology/approach This paper is based on a critical review of the literature for insights into the consumer culture theory in the context of Muslim consumers, Islamic marketing paradigm and the feminist theory. Findings The study suggests that scholars in the area of marketing may consider drawing on the theory of Islamic consumer culture, film and feminist theory. This theory can be used as a platform to understand the Muslim mind and the related cultural traits to create greater engagement and interest in Malaysian horror genres among local and international audience. The Malaysian local horror genres currently have an interesting blend of Islam, local culture and gender biases addressing the universal concept of good against the evil forces, and this has the potential of offering new experiences to especially international audiences. Research limitations/implications This study is purely theory-based and is aimed at knowledge development in this field of Islamic consumer culture. It also invites academics to engage in scholarly activities toward theory building in this area. Practical implications The study provides directions for areas of possible future research in Islamic marketing, consumer culture and film studies. Social implications This study intends to broaden the research efforts in Islamic consumer culture marketing in terms of innovative ways to serve this growing Muslim market. Originality/value This study contributes to the discipline by providing new perspectives in Islamic consumer culture inquiry in the context of film studies.

Consumer Culture Theory

2018 ◽  
pp. 93-126
Author(s):  
Eric J. Arnould ◽  
Craig J. Thompson
Keyword(s):  
Research Program ◽  
Consumer Culture ◽  
Cultural Sociology ◽  
Historical Evolution ◽  
Cultural Meanings ◽  
Culture Theory ◽  
Theoretical Perspectives ◽  
And Gender ◽  
Societal Problems ◽  
Consumer Culture Theory

Consumer culture theory (CCT) refers to a heteroglossic assemblage of theoretical perspectives and methodological orientations that seeks to illuminate the dynamic, interactive relationships among consumer actions, marketplace systems, cultural meanings, and broader sociostructural forces, such as socialization in class and gender practices and ideologies. This chapter traces out the historical evolution of CCT and the four major domains of theoretical interests that organize its research program. Using Jeffrey Alexander’s metaphor of disciplinary fault lines, this chapter profiles the intellectual tangencies that link CCT to cultural sociology and their respective points of differentiation. It further discusses how the future trajectories of CCT research are likely to be shaped by actor-network, flat ontologies, and efforts to more directly address macro-level societal problems emanating from the logics of consumerism and the neoliberalization of global consumer culture.

scholarly journals What makes a good paper? Analytic and Continental ideals in consumer culture theory

2019 ◽  
Vol 22 (3) ◽  
pp. 270-277
Author(s):  
Domen Bajde ◽  
Ahir Gopaldas
Keyword(s):  
Creative Writing ◽  
Consumer Culture ◽  
Design Methodology ◽  
Academic Journals ◽  
Culture Theory ◽  
Content Type ◽  
Good Paper ◽  
Holistic Interpretation ◽  
Analytic Ideals ◽  
Consumer Culture Theory

Purpose This paper aims to illuminate the characteristics of Analytic and Continental scholarship to generate a deeper appreciation for both writing styles in the consumer culture theory (CCT) community. Design/methodology/approach Two CCT researchers discuss the merits of Analytic and Continental scholarship in an accessible dialogical format. Findings Analytic ideals of scholarship, espoused by elite academic journals, include conceptual rigor, logical claims, theoretical coherence, researcher agnosticism and broad generalizability. Continental ideals of scholarship, more likely to be espoused by niche and/or critical journals, include creative writing, holistic interpretation, intellectual imagination, political provocation and deep contextualization. Originality/value This dialogue may build more understanding across variously oriented scholars, literatures, and journals in the CCT community.

The labors of the Odysseans and the legacy of the Odyssey

2014 ◽  
Vol 6 (3) ◽  
pp. 379-404 ◽  
Author(s):  
Russell Belk
Keyword(s):  
Consumer Research ◽  
Consumer Culture ◽  
Design Methodology ◽  
50Th Anniversary ◽  
Critical Event ◽  
Culture Theory ◽  
Content Type ◽  
Research Paradigms ◽  
Retrospective Assessment ◽  
Consumer Culture Theory

Purpose – The purpose of this paper is to review the 1985-1991 project called “The Consumer Behavior Odyssey”, including a retrospective assessment of its context and role in influencing consumer research paradigms. Design/methodology/approach – The study is based on personal recollections, introspective fieldnotes from the Odyssey and various publications and videos that emerged from the project. It also reflects on several subsequent “inside” and “outside” accounts of the project and its impact. Findings – The paper concludes that the Odyssey was a critical event within a nexus of other critical events that helped precipitate what is now widely called Consumer Culture Theory. It was a highly visible project that acted as a lightning rod that attracted both supporters and opponents at the time, but that ultimately helped carve out a place for interpretive, qualitative, visual and ethnographic consumer research within business schools. Originality/value – Although there were a number of methodological and research outputs from the Odyssey during the 1980s and early 1990s and there have been several recent “outside” appraisals of its influence since then, there has been only one subsequent “inside” account of its ontological and epistemological impact − a 2011 video made for the 50th anniversary of the major funding organization for the project, the Marketing Science Institute. This paper offers a more extensive appraisal by one of the project’s leaders.

Co-Creation Emerging in Markets and with Consumers

2017 ◽  
pp. 37-58
Author(s):  
Barbara Aquilani ◽  
Costanza Nosi ◽  
Tindara Abbate
Keyword(s):  
Subject Matter ◽  
Consumer Culture ◽  
Future Research ◽  
Management Issue ◽  
Service Dominant Logic ◽  
Culture Theory ◽  
Dominant Logic ◽  
Managerial Implications ◽  
The Subject ◽  
Consumer Culture Theory

The chapter aims at analyzing the more recent studies on co-creation considering both marketing and management literature, contextualizing them within the new scenario firms have to afford today. In doing this both market and consumer changes are studied. The chapter, after an introduction to the subject matter explaining why it is so important to focus on this unexplored management issue, presents a review on the three streams of literature used to build the framework, namely Consumer Culture Theory, Service-Dominant Logic and Value Co-creation. It then focuses on contrasting the different approaches regarding markets and consumers and studying their differences and common traits. The chapter ends with some limitations and hints to future research, as well as some theoretical and managerial implications presented in the concluding section.

scholarly journals Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions

2019 ◽  
Vol 27 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Jan-Benedict E.M. Steenkamp
Keyword(s):  
Consumer Culture ◽  
Background Information ◽  
Future Research ◽  
Culture Theory ◽  
Individual Level ◽  
Acculturation Theory ◽  
Economic Forces ◽  
Information Sets ◽  
Future Research Directions ◽  
Consumer Culture Theory

The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.

Looking at Innovation through CCT Glasses: Consumer Culture Theory and Google Glass Innovation

2013 ◽  
Vol 1 (1) ◽  
pp. 38-54 ◽  
Author(s):  
Stefano Pace
Keyword(s):  
Innovation Diffusion ◽  
Consumer Culture ◽  
Preliminary Analysis ◽  
Consumer Behaviour ◽  
New Product ◽  
Google Glass ◽  
Culture Theory ◽  
Cultural Determinants ◽  
Functional Features ◽  
Consumer Culture Theory

Today innovation can be so radical and futuristic that common models of innovation diffusion might not be enough. The success of an innovation relies on the functional features of the new product, but also on how consumers shape the meaning of that innovation. Consumer Culture Theory (CCT) can help managers by focusing on the cultural determinants of consumer behaviour. The work provides a preliminary analysis of how consumers elaborate the cultural platform that will determine the degree of success of the upcoming innovation Google Glass.

scholarly journals Consumer Culture Theory (CCT) já é uma escola de pensamento em marketing?

2012 ◽  
Vol 52 (3) ◽  
pp. 330-344 ◽  
Author(s):  
Brunno Fernandes da Silva Gaião ◽  
Ildembergue Leite de Souza ◽  
André Luiz M. de Souza Leão
Keyword(s):  
Consumer Culture ◽  
Culture Theory ◽  
Consumer Culture Theory ◽  
Desk Research

A década de 1980 trouxe uma visão alternativa à corrente positivista predominante no campo de pesquisa do consumidor: a Consumer Culture Theory (CCT), que assume uma orientação epistemológica baseada no interpretativismo e na pesquisa qualitativa. Diante do destaque alcançado pela CCT, levantou-se a seguinte questão: a CCT já pode ser considerada uma escola de pensamento em marketing autônoma? Pautados em três critérios fundamentais para a qualificação de uma escola de pensamento (reconhecimento acadêmico, corpo de conhecimento e contribuições), foi realizada uma desk research, baseada em periódicos e artigos da área e na construção de um corpus de pesquisa construído com base nas referências contidas no texto seminal Consumer Culture Theory (CCT): twenty years of research. A conclusão é de que a CCT atende aos critérios adotados na presente pesquisa, podendo ser considerada uma escola de pensamento a utônoma dentro do campo de pesquisa do consumo.

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