Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures
This study investigates how hard-core members of two non-brand focused consumption-oriented subcultures enact their identities. The authors analyzed data collected from prolonged investigations of the North American organized distance running subculture and the Australian Hip Hop culture. Results suggest hard-core members enact their subcultural identities through reverence to sacred objects, times, people, and places. In addition, drawing upon the properties of sacredness outlined by Belk et al (1989), hard-core members experience a sacred-like lifestyle through objectification, commitment, sacrifice, mystery, and ecstasy and flow. These findings imply that sacred subcultural experiences can be enacted in domains traditionally conceptualized as profane.
Tandy D. Chalmers and Damien Arthur (2008) ,"Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 570-575.
Tandy D. Chalmers, University of Arizona, Tucson
Damien Arthur, University of Adelaide, Australia
NA - Advances in Consumer Research Volume 35 | 2008
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