Distant acculturation in a globalized consumer society: the French Japanophiliac sub-culture case study

L'acculturation à distance dans une société de consommation globalisée: le cas de la sous-culture nippophile française

Ziyed Guelmami ()
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Ziyed Guelmami: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: The French Japanophiliac subculture gathers a growing community of Japanese cultural products amateurs. This study analyzes the effects on the consumer of an intense consumption of cultural products issued from another culture. Through a threefold qualitative study (including an exploratory netnographic study, semi-structured interviews and a confirmatory netnographic study), we aimed at an in-depth description of the phenomenon. The study showed that intensive consumption of Japanese cultural products leads to a profound and sometimes sustainable modification of consumers' values, identity, and consumption practices. We called this phenomenon 'distant acculturation'.

Keywords: Postassimiliationism; Acculturation; Identity; Subculture of consumption; Postmodernism; Sous-culture de consommation; Identité; Postmodernité; Post-assimilationnisme (search for similar items in EconPapers)
Date: 2013-01-15
Note: View the original document on HAL open archive server: https://hal.science/hal-03549442v1
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Published in AFM 2013 : 29e Congrès International de l'Association Française du Marketing, Jan 2013, La Rochelle, France

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