Artrepreneurship and transmodernity

Esi Abbam Elliot and Carmina Cavazos

Journal of Business Research, 2021, vol. 131, issue C, 722-734

Abstract: Transmodernity, fueled by factors such as a heightened sense of ethnic pride among ethnic minority consumers, represents a significant marketing opportunity. We advance new perspectives on culture and the interconnected consumer through analyzing visual metaphors of artrepreneurs (artistic entrepreneurs) who communicate transmodern perspectives. Transmodern artrepreneurship is introduced as a marketing medium that influences consumer experiences in global markets and as a global dialogue of marketing reform that advances multicultural collaborations, combining humanity with business. We employ an ethnographic research method with focus on the Zaltman Metaphors Elicitation Technique (ZMET). In our interviews with Chicano artrepreneurs, three themes emerged: 1) Connection (finding true self); 2) Journey (intimate quest); and 3) Transformation (change of meaning system). Our study contributes to the research by considering transmodern perspectives communicated through visual metaphors to advance transcultural communications, social well-being and public policy regarding new consumption patterns across cultures and to enhance the overall consumer experience.

Keywords: Artrepreneurship; Transmodernity; Culture; Arts; Visual metaphors (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:131:y:2021:i:c:p:722-734

DOI: 10.1016/j.jbusres.2021.01.054

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