Recoding the Boundary: the Code-Jamming Effects of Meta-Reflexive Practices in Consumer Acculturation

Angela Gracia B. Cruz, The University of Auckland, New Zealand
Margo Buchanan-Oliver, The University of Auckland, New Zealand
Beyond reflexively traversing boundaries (Askegaard et al. 2005), this paper shows how acculturating consumers playfully shift boundaries through meta-reflexive practices. By ‘jamming’ dominant socio-cultural codes through the ironic recoding of stereotypes, meta-reflexive practices represent a novel practice of consumer agency whereby culture is not only consumed, but also critiqued.
[ to cite ]:
Angela Gracia B. Cruz and Margo Buchanan-Oliver (2014) ,"Recoding the Boundary: the Code-Jamming Effects of Meta-Reflexive Practices in Consumer Acculturation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 449-450.