Rituals of cruise consumption and the 'new' middle class: desiring and 'devouring' maritime cruises

The consumption of maritime cruises is one of the most striking facets of the phenomenon of a new middle class emergence in Brazil. This study investigates the use of maritime cruises by emerging middle-class consumers to enact their new social status. Specifically, the research looks at ritualistic behaviour performed by consumers before, during, and after a cruise. The research uses a multi-method design characterised by a combination of ethnography and group discussions. The study contributes to enlarge McCracken’s typology of consumption rituals, showing how emerging consumers use the cruise as a rite of passage, during which they perform rituals of preparation, production, possession, and divestment. It also sheds light on specific rituals performed by consumers in order to transfer meanings from the cruise to their own selves. Finally, the findings suggest that consumption rituals in the context of social ascent may not have the transformative power of traditional rites.     

On market forces and adjustments: acknowledging consumer creativity through the aesthetics of ‘debadging’

Abstract

This paper explores the social dynamics by means of which market forces are enacted at the level of everyday consumption. In particular, it draws on Holt's (2002 Holt, D.B. 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29: 70–90. [Crossref], [Web of Science ®] , [Google Scholar]) notion that as ‘unruly bricoleurs’, consumers kick-start processes of market adjustment and innovation through improvising ways to negotiate the demands of daily life. In this way, consumers can become active players in realising new possibilities for identity construction and empowerment that involve the creative re-appropriation of marketer-based meaning. To investigate those issues, we turn to a virtual community in the empirical setting of car customisation. Over an eight-month period, an internet-based methodology generated textual observations of online posting activity on five internet newsgroups attracting those interested in the particular pursuit of car modification. Participants used those web-forums to share information, passions, and enthusiasms. Analysis shows that grounded aesthetics function as vehicles for creativity and the reworking of dominant market logics (Vargo & Lusch, 2004 Vargo, S.L. and Lusch, R.F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68: 1–18. [Crossref], [Web of Science ®] , [Google Scholar]). We conclude that online discussion threads offer valuable access to the emergent interplay of discursive resources in circulation among virtual communities and that this has implications for the conduct of environmental scanning. The paper illustrates how the discursive resource-base is nurtured, sustained, and transformed through various interpellations, including performing claims to prestige and self-defining distinctions, as well as constructing narratives of personal history and social dynamics.     

品牌仪式的“见”之效应：品牌仪式如何影响消费者信任

受新冠肺炎疫情的影响，大多消费者只能在线观看企业通过互联网实施的品牌仪式，然而以往研究更多揭示的是消费者直接参与的仪式效应，鲜有消费者不直接参与的仪式研究。基于社会交换理论，文章运用实验法探讨了当消费者见到但不实际参与品牌仪式时，品牌仪式对消费者信任的影响机制，即品牌仪式的“见”之效应。结果表明：作为视觉材料呈现的品牌仪式（对比随机动作）也能激活消费者的仪式感知，增加消费者对品牌的信任。原因在于当消费者从品牌仪式的互动体验中获取相应的积极情感资源（心流体验）后，会更倾向与品牌建立信任关系。此外，消费者品牌关系规范会调节品牌仪式对消费者信任的影响，对于共享型关系中的消费者，品牌仪式通过增强消费者心流体验，进而增加消费者对品牌的信任，但对于交易型关系中的消费者，该效应消失。     

国庆六十周年大阅兵的媒介仪式观研究

国庆六十周年大阅兵的成功，在于通过大众媒介对一系列具有象征意义的传播符号进行了呈现，用媒介仪式建构了国家权威、国家形象、历史记忆这三大意义，从而传达社会核心价值观，发挥社会整合的凝结剂作用，教导与规范社会生活。     

Confidence,knowledge, and compliance with emergency evacuation

This article considers how risks are responded to through behavioral adaptations and avoidance strategies. We observe that such behavior can become totemistic and have a limited relationship to the risk it ostensibly answers to. Drawing upon examples such as recycling and original data from a study on drink‐spiking avoidance, the article sets out a new concept for discussing and understanding such risk‐related behavior: the ‘risk ritual’. We elaborate upon this concept in the article, identifying a number of tendencies in risk rituals and drawing upon anthropological and sociological work on the nature and uses of ritual. We compare the ‘risk ritual’ to religious and community rituals, exploring the connections between the former and the rain dance, religious ablutions, abstinence from eating meat on a Friday, and rite of passage ceremonies. Influenced by the cultural approach to risk, we argue that risk rituals, like rituals more generally, are shaped by social conditions, currents, and processes, such as the emphasis on personal responsibility for risk management and the desire to mark out the ‘sacred’ and the ‘profane’. The article concludes that ritualistic risk behavior is better viewed as functional rather than irrational.     

Performing the high-school prom in the UK: Locating authenticity through practice

Abstract

The purpose of this study was threefold: to develop an understanding of the appropriation of the US high-school prom in the UK and, more importantly, to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual; and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18–20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the high-school prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK, businesses should be aware of adolescents' desire for ownership of this event and should tailor their marketing accordingly.     

Motherhood in migration: schools as acculturation agents

ABSTRACT

Motherhood roles lie at the intersection of gender, professional, family, and social identities and are highly contextualized in culture, making them particularly relevant for acculturation success. We provide an empirical example of how schools act as acculturation agents, using the experiences of career-oriented migrant mothers whose children attend elite private schools in Santiago, Chile. This study contributes to consumer acculturation research and to research on matricentric feminism, which positions mothers’ concerns as the starting point for theories, politics, and practices of empowerment. We employ Turner's notion of root paradigms to discuss how schools maneuver their unique institutional agentic power, acculturating career-oriented migrant mothers and their families into a cultural framework of female domesticity and intensive mothering.     

从现代祭海民俗的研究看中国古代祭礼体制

本文通过对现代东海渔民祭海民俗的具体论述,解析当代民俗中蕴藏的中国古代祭礼体制,揭示以祭品、祭坛为载体的祭海仪式所负载的古代礼法原则和人文关怀的和谐理念。     

Airports as liminal space

More than a mere transport facility, airports serve as a multifunctional space for social interactions and individual/personal experiences that break geographical boundaries and secular distinctions. This study explores the liminal nature of airports as a micro-destination and presents a phenomenology of passenger experience in accordance to their familiarity with the space. The nature of airports as a liminal space ranges from touristic experience of first-timers to consumer rituals of frequent visitors. Liminality is derived from passenger watching and assistance offering to strangers, whereby a sense of communitas is felt in a secure and often facilitating environment. For frequent flyers, airports are utilized as mobile office space or “free time”, indicative of contemporary travelers’ need for slow life and quality alone-time.