Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand‐Mediated Moral Conflict
Journal of Consumer Research, Vol. 36, DOI: 10.1086/644761.
By Marius K. Luedicke, Craig J. Thompson and Markus Giesler
Consumer researchers have tended to equate consumer moralism with
normative condemnations of mainstream consumer culture. Consequently,
little research has investigated the multifaceted forms of identity
work that consumers can undertake through more diverse ideological
forms of consumer moralism. To redress this theoretical gap, we analyze
the adversarial consumer narratives through which a brand‐mediated
moral conflict is enacted. We show that consumers’ moralistic identity
work is culturally framed by the myth of the moral protagonist and
further illuminate how consumers use this mythic structure to transform
their ideological beliefs into dramatic narratives of identity. Our
resulting theoretical framework explicates identity‐value–enhancing
relationships among mythic structure, ideological meanings, and
marketplace resources that have not been recognized by prior studies of
consumer identity work.
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(Something interesting I found)Posted: Monday, May 3, 2010