Resumé
Originalsprog | Engelsk |
---|---|
Tidsskrift | Marketing Theory |
Vol/bind | 14 |
Udgave nummer | 1 |
ISSN | 1470-5931 |
Status | Udgivet - 2014 |
Citer dette
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Positioning consumption : A practice theoretical approach to contested consumption and media discourse. / Halkier, Bente; Keller, Margit.
I: Marketing Theory, Bind 14, Nr. 1, 2014.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › peer review
TY - JOUR
T1 - Positioning consumption
T2 - A practice theoretical approach to contested consumption and media discourse
AU - Halkier, Bente
AU - Keller, Margit
PY - 2014
Y1 - 2014
N2 - This article analyses the ways in which media discourses become a part of contested consumption activities. We apply a positioning perspective with practice theory to focus on how practitioners relate to media discourse as a symbolic resource in their everyday practices. A typology of performance positionings emerges based on empirical examples of research in parent–children consumption. Positionings are flexible discursive fixations of the relationship between the performances of the practitioner, other practitioners, media discourse and consumption activities. The basic positioning types are the practice maintenance and the practice change position, with different sorts of adapting in between. Media discourse can become a resource for a resistant position against social control or for an appropriating position in favour of space for action. Regardless of the current relation to a particular media discourse, practitioners attempt to maintain their self-positioning of competence when performing. This leads us, as researchers, to caution against any a priori anticipation of the anchoring power of media discourses within everyday activities.
AB - This article analyses the ways in which media discourses become a part of contested consumption activities. We apply a positioning perspective with practice theory to focus on how practitioners relate to media discourse as a symbolic resource in their everyday practices. A typology of performance positionings emerges based on empirical examples of research in parent–children consumption. Positionings are flexible discursive fixations of the relationship between the performances of the practitioner, other practitioners, media discourse and consumption activities. The basic positioning types are the practice maintenance and the practice change position, with different sorts of adapting in between. Media discourse can become a resource for a resistant position against social control or for an appropriating position in favour of space for action. Regardless of the current relation to a particular media discourse, practitioners attempt to maintain their self-positioning of competence when performing. This leads us, as researchers, to caution against any a priori anticipation of the anchoring power of media discourses within everyday activities.
M3 - Journal article
VL - 14
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 1
ER -