The Role of Market-Mediated Milestones in Negotiating Adolescent Identity Tensions

Purpose This chapter explores the symbolic connections between coming of age liminality and identity-oriented consumption practices in postmodern American culture, specifically among adolescent girls. Methodology/approach Forty-two female participants (ages 20–23) participants were asked to answer the general question of “Who am I?” through creating identity collages and writing accompanying narrative summaries for each of three discrete life stages: early adolescence (past-self), late adolescence (present-self), and adulthood (future-self). Data were analyzed using a hermeneutical approach. Findings Coming of age in postmodern American consumer culture involves negotiating paradoxical identity tensions through consumption-oriented benchmarks, termed “market-mediated milestones.” Market-mediated milestones represent achievable criteria by which adolescents solidify their uncertain liminal self-concepts. Research implications In contrast to the traditional Van Gennepian conceptualization of rites of passage, market-mediated milestones do not necessarily mark a major transition from one social status to another, nor do they follow clearly defined stages. Market-mediated milestones help adolescents navigate liminality through an organic, nonlinear, and incremental coming of age process. Practical implications Rather than traditional cultural institutions (e.g., church, family), the marketplace is becoming the central cultural institution around which adolescent coming of age identity is constructed. As such, organizations have the power to create market-mediated milestones for young people. In doing so, organizations should be mindful of adolescent well-being. Originality/value This research marks a turning point in understanding traditional rites of passage in light of postmodern degradation of cultural institutions. The institutions upon which traditional rites of passage are based have changed; therefore, our conceptions of what rites of passage are today should change as well

Snapshots of the Self: Exploring the Role of Online Mobile Photo Sharing in Identity Development among Adolescent Girls

A chapter written by Jenna Drenten for Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail (2017)

The Feminist Politics of Choice: Lipstick as a Marketplace Icon

Lipstick has been a dominant beauty practice across cultures and throughout history. Once deemed a sign of Satan, a potential health risk, and even an illegal product, lipstick has experienced centuries of controversy to secure its status as a marketplace icon – albeit a polarising one. Liberating to some; limiting to others. How have such tensions shaped lipstick’s cultural meanings? By examining lipstick’s gendered history, we highlight how lipstick reflects contested feminist politics of choice – regarded as playful and deliberately chosen as well as fostering appearance-based expectations based on idealised feminine beauty. We highlight how lipstick gives rise to tensions between empowerment and oppression across three main themes: self-expression and choice, privilege and choice, and morality and choice. We conclude that for lipstick to be pleasurable and freely chosen, it must first be decoupled from patriarchal standards of ideal feminine beauty for women

Religion-Related Research in the Journal of Macromarketing, 1981-2014

This study provides a review of religion-related research published in the Journal of Macromarketing (JMK) from 1981 to 2014. A systematic review of the journal identifies 19 key articles at the intersection of religion and macromarketing. Both quantitative and qualitative approaches are utilized to review this body of work in terms of frequency, content, methodology, and authorship. Results reveal four categories of religion-related research in JMK: 1) the impact of religion on macromarketing issues, 2) the impact of macromarketing issues on religion, 3) religion as a theoretical perspective, and 4) religious groups/individuals as a research context. Opportunities for future research on macromarketing and religion are discussed

Visual Storytelling and Vulnerable Healthcare Consumers: Normalising Practices and Social Support Through Instagram

Purpose: The purpose of this study is to explore how vulnerable healthcare consumers foster social support through visual storytelling in social media in navigating healthcare consumption experiences. Design/methodology/approach: This study employs a dual qualitative approach of visual and textual analysis of 180 Instagram posts from female breast cancer patients and survivors who use the platform to narrate their healthcare consumption experiences. Findings: Our research demonstrates how visual storytelling on social media normalises hidden aspects of healthcare consumption experiences through healthcare disclosures (procedural, corporeal, recovery), normalising practices (providing learning resources, cohering the illness experience, problematising mainstream recovery narratives) and enabling digital affordances, which in turn facilitates social support among vulnerable healthcare consumers. Practical implications: Our research highlights the potential for visual storytelling on social media to address shortcomings in the healthcare service system and contribute to societal wellbeing through co-creative efforts that offer real-time and customised support for vulnerable healthcare consumers. 2 Social implications: This research highlights that visual storytelling on image-based social media offers transformative possibilities for vulnerable healthcare consumers seeking social support in negotiating the challenges of their healthcare consumption experiences. Originality/value: Our research presents a framework of visual storytelling for vulnerable healthcare consumers on image-based social media. Our paper offers three key contributions: that visual storytelling fosters informational and companionship social support for vulnerable healthcare consumers; recognising this occurs through normalising hidden healthcare consumption experiences; and identifying healthcare disclosures, normalising practices and enabling digital affordances as fundamental to this process

Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Since Rook (1985) first described important linkages between rituals and consumer behavior, scholars have examined consumer rituals from the perspectives of the individual consumer, marketers, marketing exchanges, and cultural institutions. New modes of communication and expression (e.g., digital media), and globalization calls for a thorough understanding of the consumption-related ritual topics, and what areas they should explore in the future. In this paper, we systematically review articles in the top marketing and consumer behavior journals to provide an overview of the current composition of ritual scholarship, and of prospective areas for future research. In so doing, we hope to categorize ritual scholarship into broad conceptual domains and evaluate our current understanding of rituals in each, identify gaps in our understanding based on the changing market environment, and suggest areas of inquiry to address these gaps. We examined articles in the top twelve marketing journals identified in the SCImago Journal Rank of all marketing journals, each with an impact factor of at least 2.5. We searched for articles pertaining to consumption rituals in the twelve journals by consulting the three business databases included in the EBSCO database. Of these journals, five included pertinent articles: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and the Journal of Retailing. We determined that the authors’ foci led to an emergent partition of the literature into five domains (albeit with a few overlaps). The research team engaged in close reads and iterative discussion of articles, identifying various themes and research extensions within each domain. The themes are: foundational, macro-level, meso-level, marketplace-level, and micro-level

Crossing the #BikiniBridge: Exploring the Role of Social Media in Propagating Body Image Trends

A book chapter written by Jenna Drenten and Lauren Gurrieri for The Dark Side of Social Media: A Consumer Psychology Perspective (2017)

Consumers\u27 Management of Risk in Daily Life through Digital Virtual Consumption

The term “risky consumption” elicits visions of extreme contexts, such as leaping from a moving airplane at 30,000 feet above ground or using illicit hallucinogenic drugs. However, this study aims to answer the call for understanding risk that is inherent in consumers’risk-laden life events. Specifically, we examine the process by which consumers use digital virtual consumption (DVC) to negotiate tensions related to risk and the implications that this process holds for consumers’ identity narratives. Findings demonstrate how consumers, upon a triggering risk-laden life event, can turn to DVC to both cope with risk, as well as to engage in pleasurable risk. The research extends the theoretical understandings of risk and identity as intertwined with DVC. Managerial and social welfare implications are also offered

Graves, Gifts, and the Bereaved Consumer: A Restorative Perspective of Gift Exchange

When a gifting relationship is disrupted by death, why might a living consumer continue to invest in it? Consumer spending on deceased loved ones does not end with the funeral. Given the embodying power of a physical gravesite, this article examines the practice of gift giving to the deceased in the context of American cemeteries. We employ a longitudinal approach, in which 180 cemetery gravesites were photographed. The photographic data are coupled with a netnography of grief and bereavement communities. Findings support a restorative perspective of gift exchange. Bereaved consumers utilize restorative giving as a mechanism to cope with loss and maintain relationships with deceased loved ones. We outline five categories of gifts given to the deceased and present a framework of restorative giving practices. Implications are discussed in terms of identity development, symbolic communication, and reciprocity in gift giving, as deceased consumers continue to be recipients of tangible goods

Sexualized Labour in Digital Culture: Instagram Influencers, Porn Chic and the Monetization of Attention

The rise of digital technologies and social media platforms has been linked to changing forms of work, as well as the mainstreaming of pornography and a ‘porn chic’ aesthetic. This article examines some of the ways in which these themes coalesce, and interrogates the conceptual boundaries of sexualized labour, extending beyond traditional organizational settings and into Web 2.0. The study explores performances of sexualized labour on social media by analysing visual and textual content from 172 female influencers on Instagram. This article contributes to the literature on sexualized labour in three ways. First, by demonstrating how sexualized labour is enacted across various forms of influencer labour, and how this relates to the attention economy and monetization. Second, by developing the extant conceptualization of sexualized labour and introducing connective labour as a required element to mobilize sexualized labour. Third, by opening up a critical analysis of what is meant by ‘sexualized’ labour within a cultural context of pornographication