Home, Contested Home À La Home Sweet Home: Understanding Legitimacy in a Midcentury Modern Taste Regime

Ankita Kumar, University of Wisconsin - Madison, USA
We investigate how middle-class consumers with different cultural capital levels, understand and interpret the meanings of midcentury modern residential design. We uncover an ideological tension between traditional and neoliberal values. Practices of singularization and simulation, and displays of wealth and sovereignty set residents apart and activate different logics of governmentality.
[ to cite ]:
Ankita Kumar (2017) ,"Home, Contested Home À La Home Sweet Home: Understanding Legitimacy in a Midcentury Modern Taste Regime", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 135-139.