Dress, transformation, and conformity in the heavy rock subculture

Damien Chaney and Christina Goulding

Journal of Business Research, 2016, vol. 69, issue 1, 155-165

Abstract: While the relationship between clothing and the construction of identity has received considerable attention, less attention has been given to identity shifts through acts of consumption. This paper explores the role of dress in a ritual experience during which consumers temporarily shift from one identity mode to another. The qualitative study conducted at two heavy rock music festivals shows that consumers use dress to transform themselves physically which in turn facilitates escape from everyday life. Through this transformation participants gradually enter the ritual community where a leveling process occurs based on difference from the mainstream, but paradoxically, strict conformity and adherence to the codes of dress and behavior of the festival group. This uniformity acts as a collective ‘disguise’ which breaks down barriers and allows individuals to participate in expressive, more primal behaviors which act as a temporary release before a return to the mundane.

Keywords: Transformation; Dress; Identity; Ritual; Extraordinary consumption; Rock festivals (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315003203
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:69:y:2016:i:1:p:155-165

DOI: 10.1016/j.jbusres.2015.07.029

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().