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9781473929517_OFC.indd 2 12/09/2017 12:22 Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE publishes more than 1000 journals and over 800 new books each year, spanning a wide range of subject areas. Our growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Los Angeles | London | New Delhi | Singapore | Washington DC | Melbourne 9781473929517_OFC.indd 3 12/09/2017 12:22 SAGE Publications Ltd Introduction & editorial arrangement © Olga Kravets, Pauline 1 Oliver’s Yard Maclaran, Steven Miles and Alladi Venkatesh, 2018 55 City Road Chapter 1 © Olga Kravets, Chapter 16 © Mehita Iqani, 2018 London EC1Y 1SP Pauline Maclaran, Steven Miles Chapter 17 © Rossella Ghigi and and Alladi Venkatesh, 2018 Roberta Sassatelli, 2018 SAGE Publications Inc. Chapter 2 © Steven Miles, 2018 Chapter 18 © Daniela Pirani, 2455 Teller Road Chapter 3 © Ben Fine, Kate Benedetta Cappellini and Vicki Thousand Oaks, California 91320 Bayliss and Mary Robertson, 2018 Harman, 2018 Chapter 4 © Marie-Emmanuelle Chapter 19 © Detlev Zwick and SAGE Publications India Pvt Ltd Chessel and Sophie Dubuisson- Janice Denegri-Knott, 2018 B 1/I 1 Mohan Cooperative Industrial Area Quellier, 2018 Chapter 20 © Paul R. Mullins, Mathura Road Chapter 5 © Jessica Paddock, 2018 New Delhi 110 044 2018 Chapter 21 © Shona Bettany, Chapter 6 © Güliz Ger, Eminegül 2018 SAGE Publications Asia-Pacific Pte Ltd Karababa, Alev Kuruog˘lu, Meltem Chapter 22 © Franck Cochoy and 3 Church Street Türe, Tuba Üstüner and Baskin Alexandre Mallard, 2018 #10-04 Samsung Hub Yeniciog˘lu, 2018 Chapter 23 © Benoît Heilbrunn, Singapore 049483 Chapter 7 © Olga Gurova, 2018 2018 Chapter 8 © Sanjay Srivastava, Chapter 24 © Brett Scott, 2018 2018 Chapter 25 © Stefan Chapter 9 © Erika Kuever, 2018 Schwarzkopf, 2018 Chapter 10 © Vera Hoelscher and Chapter 26 © Anisha Datta and Andreas Chatzidakis, 2018 Indranil Chakraborty, 2018 Chapter 11 © Linda L. Price, 2018 Chapter 27 © William Kilbourne, Chapter 12 © Gretchen Larsen Pierre McDonagh and Andrea and Maurice Patterson, 2018 Prothero, 2018 Editor: Matthew Waters Chapter 13 © Cele C. Otnes, Chapter 28 © Eleftheria J. Editorial Assistant: Colette Wilson 2018 Lekakis, 2018 Production Editor: Anwesha Roy Chapter 14 © Bernard Cova and Chapter 29 © Alan Bradshaw, Copyeditor: Rosemary Campbell Daniele Dalli, 2018 2018 Proofreader: Derek Markham Chapter 15 © Jay Handelman Indexer: Cathryn Pritchard and Eileen Fischer, 2018 Marketing Manager: Alison Borg Cover Design: Wendy Scott Typeset by: Cenveo Publisher Services Apart from any fair dealing for the purposes of research or private Printed in the UK study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers. Library of Congress Control Number: 2017942557 At SAGE we take sustainability seriously. British Library Cataloguing in Publication data Most of our products are printed in the UK using FSC papers and boards. When we A catalogue record for this book is available from the British Library print overseas we ensure sustainable papers are used as measured by the PREPS grading system. We undertake an annual audit to monitor our sustainability. ISBN 978-1-4739-2951-7 Contents List of Figures and Tables ix Notes on Editors and Contributors xi 1 Introduction 1 Olga Kravets, Pauline Maclaran, Steven Miles and Alladi Venkatesh PART I SOCIOLOGY OF CONSUMPTION 11 2 The Emergence of Contemporary Consumer Culture 13 Steven Miles 3 The Systems of Provision Approach to Understanding Consumption 27 Ben Fine, Kate Bayliss and Mary Robertson 4 The Making of the Consumer: Historical and Sociological Perspectives 43 Marie-Emmanuelle Chessel and Sophie Dubuisson-Quellier 5 Consumption, Class and Taste 61 Jessica Paddock PART II GEOGRAPHIES OF CONSUMER CULTURE 77 6 Debunking the Myths of Global Consumer Culture Literature 79 Güliz Ger, Eminegül Karababa, Alev Kuruo˘glu, Meltem Türe, Tuba Üstüner and Baskin Yenicio˘glu 7 Consumer Culture in Socialist Russia 102 Olga Gurova 8 New Urbanism, Post-nationalism and Consumerist Modernity in India 124 Sanjay Srivastava 9 Consumption and Consumer Rights in Contemporary China 143 Erika Kuever 10 Spaces of (Consumer) Resistance 163 Vera Hoelscher and Andreas Chatzidakis vi THE SAGE HANDBOOK OF CONSUMER CULTURE PART III CONSUMER CULTURE STUDIES IN MARKETING 177 11 Consumer Culture Theory: A Front-row Seat at the Sidelines 179 Linda L. Price 12 Consumer Identity Projects 194 Gretchen Larsen and Maurice Patterson 13 Re-presenting, Reinvigorating and Reconciling: Gift-giving Research within and beyond the CCT Paradigm 214 Cele C. Otnes 14 Prosumption Tribes: How Consumers Collectively Rework Brands, Products, Services and Markets 235 Bernard Cova and Daniele Dalli 15 Contesting Understandings of Contestation: Rethinking Perspectives on Activism 256 Jay Handelman and Eileen Fischer PART IV CONSUMER CULTURE IN MEDIA AND CULTURAL STUDIES 273 16 Consumer Culture and the Media 275 Mehita Iqani 17 Body Projects: Fashion, Aesthetic Modifications and Stylized Selves 290 Rossella Ghigi and Roberta Sassatelli 18 Who Takes the First Bite? A Critical Overview of Gender Representations in Food Advertising 316 Daniela Pirani, Benedetta Cappellini and Vicki Harman 19 Biopolitical Marketing and Technologies of Enclosure 333 Detlev Zwick and Janice Denegri-Knott PART V MATERIAL CULTURES OF CONSUMPTION 349 20 The Materiality of Consumer Culture 351 Paul R. Mullins 21 Subject/Object Relations and Consumer Culture 365 Shona Bettany CONTENTS vii 22 Another Consumer Culture Theory. An ANT Look at Consumption, or How ‘Market-things’ Help ‘Cultivate’ Consumers 384 Franck Cochoy and Alexandre Mallard 23 Objects: From Signs to Design 404 Benoît Heilbrunn 24 The War on Cash 424 Brett Scott PART VI THE POLITICS OF CONSUMER CULTURE 433 25 Consumer-Citizens: Markets, Marketing and the Making of ‘Choice’ 435 Stefan Schwarzkopf 26 Are you Neoliberal Fit? The Politics of Consumption under Neoliberalism 453 Anisha Datta and Indranil Chakraborty 27 Sustainable Consumption, Consumer Culture and the Politics of a Megatrend 478 William Kilbourne, Pierre McDonagh and Andrea Prothero 28 Buying into the Nation: The Politics of Consumption and Nationalism 499 Eleftheria J. Lekakis 29 The Politics of Consumption 516 Alan Bradshaw Index 530 This page intentionally left blank List of Figures and Tables FIGURES 8.1 DLF Advertisement, 1955 129 8.2 Advertisement for a gated residential enclave 133 25.1 Choice as a median-level concept 437 TABLES 14.1 On the road to prosumption in the academic literature 241 15.1 Empirical articles on consumer activism 260 18.1 Gender types in food advertising 321 27.1 Classification of megatrends 480 This page intentionally left blank Notes on the Editors and Contributors THE EDITORS Olga Kravets is a Senior Lecturer at Royal Holloway of London. She holds a PhD in Economics from the University of Sydney, Australia. Her research interests lie with the historical, socio-cultural, and political aspects of consumer culture and mar- kets in transitional societies. Her previous research examined classed consumption, materialities of marketing, and the intersection thereof with politics and state ideolo- gies, and it has been published in the Journal of Marketing, Journal of Macromarketing, Journal of Marketing Management, Ephemera, Journal of Material Culture, Business History Review as well as edited books. Pauline Maclaran is Professor of Marketing & Consumer Research at Royal Holloway University. Her research interests focus on cultural aspects of contempo- rary consumption, and she adopts a critical perspective to analyse the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, includ- ing the utopian dimensions of fantasy retail environments. She is a Co-editor in Chief of Marketing Theory, a journal welcoming alternative and critical perspectives in marketing and consumer research. Her most recent book, co-written with Professor Cele Otnes, is entitled, Royal Fever: The British Monarchy in Consumer Culture (California University Press). Steven Miles is Professor in Sociology at Manchester Metropolitan University, UK, Head of the Research Centre for Applied Social Sciences and author of Retail and the Artifice of Social Change (Routledge, 2016). His particular interest is in the role of consumption in impacting on questions of identity, both at the individual level and that of the city. His key publications include Consumerism as a Way of Life (Sage, 1998), Youth Lifestyles in a Changing World (OUP, 2000) and Spaces for Consumption: Pleasure and Placelessness in the Post-Industrial City (Sage, 2010). Steven is currently Editor-in-Chief of the Journal of Consumer Culture. Alladi Venkatesh is Professor of Management and Informatics, and Associate Director, Center for Digital Transformation, University of California, Irvine, USA. He is
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