The Intersectionality Paradigm and Consumer Culture Theory

Intersectionality is an interdisciplinary field of social studies whose shared objective is to explicate social phenomena in terms of multiple identity systems. This article renders intersectionality as a paradigm to frame and facilitate any study of phenomenological variance among or within identity spaces. Thereafter, the article discusses the crucial role of paradigms in CCT, analyzes exemplars of social taxonomy research in the CCT canon, and develops avenues for intersectional research in marketplace contexts.


Ahir Gopaldas (2010) ,"The Intersectionality Paradigm and Consumer Culture Theory", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 656-657 .


Ahir Gopaldas, Schulich School of Business, York University, Canada


NA - Advances in Consumer Research Volume 37 | 2010

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