Why Thematization?

A. Fuat Firat, The University of Texas-Pan American, USA
Ebru Ulusoy, The University of Texas-Pan American, USA
Themed environments and public and intellectual interest in themed spaces have become increasingly popular in contemporary society. Several theses that primarily emphasize the commercial interest as the force behind thematization have been advanced by scholars. Although all humanly constructed spaces are themed, public psychology and corporate interests coincide to maintain the distinction made between themed and everyday places. This study articulates the role that thematization has come to play in modern culture and especially in late modernity. Based on explorations of reasons for corporations’ and consumers’ interest in themed environments, a thesis is advanced that the main force behind current day preoccupation with thematization is cultural rather than economic.
[ to cite ]:
A. Fuat Firat and Ebru Ulusoy (2009) ,"Why Thematization?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 777-778.