TY  - JOUR
T1  - The Marketization of Religion: Field, Capital, and Consumer Identity
JF  - Journal of Consumer Research
Y1  - 2014
A1  - McAlexander,Jim
A1  - DuFault,Beth
A1  - Martin,Diane
A1  - Schouten,John
KW  - Marketing
AB  - Certain institutions traditionally have had broad socializing influence over their members, providing templates for identity that comprehend all aspects of life from the existential and moral to the mundanely material. Marketization and detraditionalization undermine that socializing role. This study examines the consequences when, for some members, such an institution loses its authority to structure identity. With a hermeneutical method and a perspective grounded in Bourdieu�s theories of fields and capital, this research investigates the experiences of disaffected members of a religious institution and consumption field. Consumers face severe crises of identity and the need to rebuild their self-understandings in an unfamiliar marketplace of identity resources. Unable to remain comfortably in the field of their primary socialization, they are nevertheless bound to it by investments in field-specific capital. In negotiating this dilemma, they demonstrate the inseparability and co-constitutive nature of ideology and consumption.
CY  - Madison Wisconsin
VL  - 41
CP  - 3
U2  - a
U4  - 107168692224
ID  - 107168692224
ER  - 

TY  - HEAR
T1  - Leaving and Identity-Central Community of Practice
Y1  - 2013
A1  - McAlexander,Jim
A1  - Schouten,John
A1  - DuFault,Beth
A1  - Martin,Diane
KW  - Marketing
JA  - Consumer Culture Theory International Conference
CY  - Tucson AZ
U2  - c
U4  - 88009428992
ID  - 88009428992
ER  - 

TY  - JOUR
T1  - Claiming the Throttle:  Multiple Feminities in a Hyper-Masculine Subculture
JF  - Consumption, Markets and Culture
Y1  - 2006
A1  - Martin,Diane
A1  - Schouten,John
A1  - McAlexander,Jim
KW  - Marketing
AB  - This feminist re-examination of an ethnography of Harley-Davidson motorcycle owners uncovers a world of motivations, behaviors, and experiences undiscovered in the original work. The structure and ethos of subculture are understood differently when examined through the lens of feminist theory. Through the voices of women riders in a hyper-masculine consumption context we discover perspectives that cannot easily be explained by extant theory of gender and consumer behavior. We find women engaging, resisting, and co]opting hyper-masculinity as part of identity projects wherein they expand and redefine their own personal femininities. This study reveals invisible assumptions limiting the original ethnography and thus reiterates the problems of hegemonic masculinity in the social science project.
VL  - 9
CP  - 3
U2  - a
U4  - 648515584
ID  - 648515584
ER  -