The Cultural Privileging of Personal Authenticity: a Critical Postmodern Perspective
Postmodern consumer research highlights the consumer quest for personal authenticity whereby consumers transform mass produced, branded products into ingredients for personal identity projects. Drawing on the lens of Critical Postmodernism, we reveal the cultural privileging of the quest for consumer personal authenticity as a hotly contested and problematized social phenomenon. Our interpretation of consumer activist, corporate, and consumer blog data reveal that the branding and corporate social responsibility practices of companies serve to sanctify, or privilege, consumers by decoupling them from the ethical and moral implications of modernist production practices. However, our analysis of the evolution of consumer and corporate blogs also reveals a potential Critical Postmodern turn whereby modernist production issues are increasingly becoming part of the postmodern consumer endeavor.
Jay M. Handelman and Robert V. Kozinets (2009) ,"The Cultural Privileging of Personal Authenticity: a Critical Postmodern Perspective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 72-75.
Jay M. Handelman, Queen's University, Canada
Robert V. Kozinets, York University, Canada
NA - Advances in Consumer Research Volume 36 | 2009
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA
The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals
Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands