Consumers' Accounts Re-Producing the Cultural Contradiction of Global Shopping Brands- a Socio-Cultural Level of Analysis

Oppositional discourses create cultural contradiction and consequently anxiety in consumer society (Holt, 2003abc; forthcoming). In this investigation, the cultural contradiction of global shopping brands is explored on its socio-cultural level through inter-textual analysis of texts written by twenty-two university students of ten different nationalities. As part of a larger cross-cultural research project, the aim of this paper is to begin conceptualizing the contradiction by identifying ideological themes in the oppositional discourses. The detected themes were not only inherently contradictory, but also consisting of the same content and form as the oppositional discourse, by Foucault (1978) called tactical polyvalence of discourses.



Citation:

Sofia Ulver (2005) ,"Consumers' Accounts Re-Producing the Cultural Contradiction of Global Shopping Brands- a Socio-Cultural Level of Analysis", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 12--17.

Authors

Sofia Ulver, Ph.D candidate, Lund University, Sweden



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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