Cultures of Unruly Bricolage: Debadging and the Logic of Resistance

Douglas Brownlie, University of Stirling, UK
Paul Hewer, University of Strathclyde, UK
Arnould and Thomson note that the “marketplace has become a pre-eminent source of mythic and symbolic resources through which [people] construct narratives of identity” (2005: 871). Not only do consumers “actively rework and transform symbolic meanings” (ibid: 871), but in everyday practices they use “marketplace cultures [to] define their symbolic boundaries through an ongoing opposition to dominant lifestyle norms and mainstream consumer sensibilities (ibid: 874). The paper examines identity work done with cherished possessions, in this case cars. By means of a netnography we focus on everyday practices where consumers rework brand identity towards their local identity projects.
[ to cite ]:
Douglas Brownlie and Paul Hewer (2009) ,"Cultures of Unruly Bricolage: Debadging and the Logic of Resistance", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 686-687.