The Consumption Logic of Subcultural Capital: Constructing the Stockholm Brat Enclave

This paper furthers our understanding of consumption communities by emphasizing the importance of contextualizing them in a historical and media environment. We investigate the logic by which a group of young, affluent urbanites – the Stockholm brats – organize their consumption community. By conducting netnographic and ethnographic studies in the brat milieus the particular style of the brats is scrutinized. The concept of subcultural capital is employed to look at how historical roots and current media attention helps in constructing the consumption ethos of this particular group.


Jacob Ostberg (2005) ,"The Consumption Logic of Subcultural Capital: Constructing the Stockholm Brat Enclave", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 36-37.


Jacob Ostberg, Stockholm University


E - European Advances in Consumer Research Volume 7 | 2005

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