Tradition and Renewal: Reconstruction of Culture Through Consumption

Michelle F. Weinberger, University of Arizona, Department of Marketing, USA
Melanie Wallendorf, University of Arizona, Department of Marketing, USA
Our research examines how local residents used the annual tradition of Carnival in New Orleans as a tool for recovery in the wake of the largest national disaster in United States history. It aims to understand at the collective level from the native, emic perspective how consumption traditions and consumption rhetoric are used to assert social solidarity and demonstrate cultural hegemony. Natural disaster is merely a vivid context for understanding important theoretical issues. Conceptually, we aim to understand how consumption is used collectively to reestablish social cohesion and connection for neighborhoods and metropolitan areas.
[ to cite ]:
Michelle F. Weinberger and Melanie Wallendorf (2007) ,"Tradition and Renewal: Reconstruction of Culture Through Consumption", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research.

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