How Consumers Rhetorically Align the Interests of Multiple Social Networks

Using the "translation" concept from actor-network sociological theory, we propose and illustrate the concept of rhetorical alignment, exploring how our informants used the canonical narrative of aging gracefully to create multiple authentic self-narratives portraying Botox consumption as a heroic gesture of expressive care while combating accusations of family/ network betrayal.


Markus Giesler and Robin Canniford (2011) ,"How Consumers Rhetorically Align the Interests of Multiple Social Networks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 153-154.


Markus Giesler , York University, Canada
Robin Canniford, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 39 | 2011

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