Space as a Resource in the Politics of Consumer Identity

Andre F Maciel, Melanie Wallendorf, Eileen Fischer, Linda L Price and Zeynep Arsel

Journal of Consumer Research, 2021, vol. 48, issue 2, 309-332

Abstract: Consumers can pursue a wide range of market-mediated identities in contemporary culture. However, some consumer identities are more valued than others, creating a form of cultural inequality. The present research considers consumers’ deliberate efforts to assert greater cultural value for their identities, a phenomenon termed a “politicized consumer identity project.” Specifically, this research focuses on consumers’ intentional use of space, a resource that is ubiquitous in social life but has, nonetheless, received limited theoretical attention regarding this type of identity project. This ethnography uses mixed methods to study a sample of women embedded in the new cult of domesticity, an ethos that induces participants to use various spaces as a way of claiming greater value for feminine consumer identities that are often demeaned by others. The results reveal a system of spatial practices that consumers employ to contest this cultural devaluation across a broad range of sites in their lives, from their homes to commercial and public venues. We conceptualize these practices as spatial affirmation, repurposing, and incursion, showing their ideological and material interdependencies. This research advances understanding of the ties among consumer identities, space, and cultural politics.

Keywords: identity politics; identity empowerment; space; gender; feminism; cultural geography; domesticity (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucab002 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:48:y:2021:i:2:p:309-332.

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().