Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures

Tandy D. Chalmers, University of Arizona, Tucson
Damien Arthur, University of Adelaide, Australia
This study investigates how hard-core members of two non-brand focused consumption-oriented subcultures enact their identities. The authors analyzed data collected from prolonged investigations of the North American organized distance running subculture and the Australian Hip Hop culture. Results suggest hard-core members enact their subcultural identities through reverence to sacred objects, times, people, and places. In addition, drawing upon the properties of sacredness outlined by Belk et al (1989), hard-core members experience a sacred-like lifestyle through objectification, commitment, sacrifice, mystery, and ecstasy and flow. These findings imply that sacred subcultural experiences can be enacted in domains traditionally conceptualized as profane.
[ to cite ]:
Tandy D. Chalmers and Damien Arthur (2008) ,"Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 570-575.