Consuming the American West: Animating Cultural Meaning and Memory at a Stock Show and Rodeo

Lisa Penaloza

Journal of Consumer Research, 2001, vol. 28, issue 3, 369-98

Abstract: This ethnographic research examines consumers' cultural production at a cattle trade show and rodeo. Consumers recreate western cultural meanings and memories related to competition, naturalism, freedom/independence, and family tradition in their interactions with ranchers, booth exhibitors, animals, and artifacts of western history. Consumers' cultural production processes are documented at four levels: consumer behavior, situational positioning, subcultural interactions, and market interactions. Implications elaborate the significance of consumers' active, yet constrained production processes; the role of cultural meanings as market mediators; and issues in consuming another culture. Copyright 2001 by the University of Chicago.

Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:28:y:2001:i:3:p:369-98

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