Consuming the City: How Global Structures Facilitate Resistance to Ethnic Co-Optation

Contemporary migration theory conceptualizes the nation-state as an ideological force that assimilates the particular symbols and practices of the nomadic ethnicity into dominant nation-state citizenship norms. We interrogate this classic governmentality argument and highlight the role of a prominent postmodern consumptionscape - the global city - in constructing migrant identities that actively promote the oppositional aspects of the nomadic ethnicity attenuated by the process of national mainstreaming. We focus on the nomadic Roma ethnicity. To demonstrate how Roma and local citizen identities are co-constituted through consuming the global city, we analyze the consumption practices of and social interactions among nomadic Roma consumers, national citizen consumers, and city officials in three global cities: Pisa, Toronto, and Berlin.


Ela Veresiu and Markus Giesler (2011) ,"Consuming the City: How Global Structures Facilitate Resistance to Ethnic Co-Optation", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 48-49.


Ela Veresiu, York University, Canada
Markus Giesler, York University, Canada


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More


I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More


Changes in Environment Restore Self-Control

Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.