The Social Construction and Play of Ethnic Minorities' Identities: Antecedents and Epiphany of Cultural Alternation

Luca Visconti, Bocconi University, Italy
Based on a socially embedded interpretation of individual identity, my research questions cultural identity reconstruction performed by 21 Egyptian immigrants in Italy. The paper discusses how the interpretative lens of cultural alternation (Berry, 1980) helps reconciling the micro “postmodern consumer acculturation” perspective (Askegaard, Arnould and Kjeldgaard, 2005; Oswald, 1999; Penaloza, 1994) with the opposed socio-centered, macro view defined “dominated consumer acculturation” (Ustuner and Holt, 2007). Migrants’ individual strategies and resources as well as socio-cultural dominating patterns are enlightened by the antecedents and the play of alternating identities.
[ to cite ]:
Luca Visconti (2008) ,"The Social Construction and Play of Ethnic Minorities' Identities: Antecedents and Epiphany of Cultural Alternation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 31-35.