Poverty in consumer culture: towards a transformative social representation

Kathy Hamilton, Maria G. Piacentini, Emma Banister, Andres Barrios, Christopher P. Blocker, Catherine A. Coleman, Ahmet Ekici, Hélène Gorge, Martina Hutton, Françoise Passerard and Bige Saatcioglu
Additional contact information
Kathy Hamilton: University of Strathclyde [Glasgow]
Maria G. Piacentini: Lancaster University
Emma Banister: MBS - Manchester Business School - University of Manchester [Manchester]
Andres Barrios: UNIANDES - Universidad de los Andes [Bogota]
Christopher P. Blocker: CSU - Colorado State University [Fort Collins]
Catherine A. Coleman: TCU - Texas Christian University
Ahmet Ekici: Bilkent University [Ankara]
Hélène Gorge: SKEMA Business School - SKEMA Business School
Martina Hutton: University of Winchester
Françoise Passerard: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Bige Saatcioglu: Ozyegin University - Ozyegin University

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Abstract: In this article, we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment – that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalising representations of poverty into more empowering representations.

Keywords: poverty; representation; consumer culture; transformative consumer research (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Published in Journal of Marketing Management, 2014, 30 (17-18), pp.1833-1857. ⟨10.1080/0267257X.2014.967929⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01099619

DOI: 10.1080/0267257X.2014.967929

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