Core Stigma and the Consumption of Rupaul’S Drag Race

We explore RuPaul’s Drag Race as a stigmatized brand which has built its success on the active spectacularization of its core stigma. Focusing on how consumers generate discourses triggering acceptance and how the brand fuels these, we demonstrate how stigmatized discourses become a brand resource.



Citation:

Mario Campana, Kat Duffy, and Maria Rita Micheli (2020) ,"Core Stigma and the Consumption of Rupaul’S Drag Race", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 246-247.

Authors

Mario Campana, Goldsmiths, University of London
Kat Duffy, University of Glasgow
Maria Rita Micheli, IESEG School of Management, Paris



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.