Negotiating Beauty: Local Readings of Global Cultural Flows

Basing on cultural consumer studies, this paper focuses on tension between global mass-mediated consumer culture(s) and localized meaning making. The common discourse of globalization as global unicity is problematized with a study indicating that local historical and socio-cultural context is used as a resource in consumer sense making of global cultural flows. Speficially, the empirical research looks into how local readings of beauty are formed in Nordic (Finnish) context. Despite of acculturation into global consumer culture, local symbolic and mythical resources, such as the Finnish ideal of naturalness, were utilized in making sense of international advertising images.


Joonas Rokka, Hanna-Kaisa Desavelle, and Ilona Mikkonen (2008) ,"Negotiating Beauty: Local Readings of Global Cultural Flows", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 84-89.


Joonas Rokka, Helsinki School of Economics
Hanna-Kaisa Desavelle, Tampere University of Technology
Ilona Mikkonen, Helsinki School of Economics


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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