The Importance of Being Earnest and Playful: Consuming the Rituals of the West Indian American Day Carnival and Parade

The present study investigates the meanings of the consumer ritual, the West Indian American Day Carnival and Parade that takes place in Brooklyn on Labor Day. The ritual process of creating and consuming this Carnival and Parade is sacred to both participating and spectating consumers. It is a kaleidoscope of color and sound, joy and excitement, performance and play, consumption objects and experiences, produced and consumed interdependently, begetting abundant cultural meanings. Based on the ethnographic account, the paper discusses interpretive findings: multiculturalism and ethnocentrism; “Bacchanal” as a metaphor of liberation and resistance; ritual as therapy; and the importance of being earnest and playful in consuming the ritual.



Citation:

Yuko Minowa (2007) ,"The Importance of Being Earnest and Playful: Consuming the Rituals of the West Indian American Day Carnival and Parade", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 53-59.

Authors

Yuko Minowa, Long Island University - Brooklyn Campus, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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