Brothers in Paint: Practice-Oriented Inquiry Into a Tribal Marketplace Culture

Joonas Rokka, Helsinki School of Economics, Finland
Joel Hietanen, Helsinki School of Economics, Finland
Kristine De Valck, HEC Paris, France
The objective of this videography is to explore what opportunities and challenges the emerging practice-oriented approach opens up for conceptualizing tribal consumer culture and marketplace dynamics. Drawing on Schatzki’s theorization of the ‘site of the social’, tribal marketplace culture and change are examined based on findings from a multi-sited ethnography of consumer tribes gathered around the extreme sport of paintball. In doing so, the tribal marketplace culture is conceptualized via constantly evolving nexus of practices and material arrangements; a specific context of human and non-human co-existence where, and apart of which, social life and the marketplace inherently transpires.
[ to cite ]:
Joonas Rokka, Joel Hietanen, and Kristine De Valck (2010) ,"Brothers in Paint: Practice-Oriented Inquiry Into a Tribal Marketplace Culture", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 734-734 .