Globalizing From the Periphery: the Role of Consumer Paratextual Translation
Beyond prevailing investigations of how Western cultural products globalize, we explore cultural globalization from the periphery, by engaging with cultural translation theory and the concept of paratextual translation. Three consumer-driven paratextual translation practices enable transcultural intelligibility, while reconstituting center-periphery conflict on a glocal and transnational scale.
Citation:
Angela Gracia B. Cruz, Yuri Seo, and Itir Binay (2018) ,"Globalizing From the Periphery: the Role of Consumer Paratextual Translation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 521-522.
Authors
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Consumers' response to branded longevity
Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY
Featured
Faster than Fact: Consuming in Post-Truth Society
Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart
Featured
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University