Countercultures of consumption: Teenage heavy metal affiliates’ coping responses to deviant labeling

Abdelmajid Amine () and Anis Jounaid ()
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Abdelmajid Amine: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Anis Jounaid: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Abstract: Consumption activities are governed by social norms that mark a division between accepted and rejected behaviors. The latter grow in importance when they are shared by many individuals as a part of affinity-based consumer gatherings. It is particularly the case of the heavy metal counterculture, which arouses explicit rejection by several institutional and social actors, and which takes the form of negative social labeling that can affect all heavy metal affiliates including teenagers, at school or in their homes. Following an ethnographic research design, we conducted a qualitative study upon which we drew up a typology of heavy metal labeling along with a taxonomy of the teenagers' coping responses according to their respective interaction contexts.

Keywords: Labeling; Coping; Teenagers; Heavy Metal; Counterculture; Deviance (search for similar items in EconPapers)
Date: 2018-05-29
Note: View the original document on HAL open archive server: https://hal.science/hal-01793920v1
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Published in 47th EMAC (European Marketing Academy Conference), May 2018, Glasgow, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01793920

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