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Dreaming in Black: Middle-class Blacks' aspirational consumption
The Journal of Consumer Affairs ( IF 2.603 ) Pub Date : 2021-03-21 , DOI: 10.1111/joca.12361
Cassi Pittman Claytor 1
Affiliation  

When Blacks think about making it big, do they wish for the same types of things as other Americans? How does their race affect what makes it onto their wish lists? Drawing on interviews with 54 middle-class Black New Yorkers this paper investigates their imagined future consumption. The findings reveal that for most middle-class Blacks their combined race and class status influenced how they envisioned their aspirational consumption. By analyzing their aspirational consumption, it became clear that they were embedded in a materialistic society that links the achievement of the American Dream with the acquisition of specific things. Yet for many middle-class Blacks their aspirational consumption also departed from traditional individualist goals, as their commitment to racial uplift was evident in their aspirational consumption. However, there was a small group for whom the pleasure and status that comes from the acquisition of material possessions weighted heavily in their consumption fantasies.

中文翻译:

黑色梦想:中产阶级黑人的理想消费

当黑人考虑做大时,他们是否希望与其他美国人一样?他们的种族如何影响他们的愿望清单?本文通过对 54 名纽约中产阶级黑人的采访,调查了他们对未来消费的想象。调查结果显示,对于大多数中产阶级黑人来说,他们的种族和阶级地位影响了他们对理想消费的设想。通过分析他们的理想消费,很明显他们嵌入了一个将实现美国梦与获得特定事物联系起来的物质社会。然而,对于许多中产阶级黑人来说,他们的理想消费也背离了传统的个人主义目标,因为他们对种族提升的承诺在他们的理想消费中是显而易见的。然而,
更新日期:2021-03-21
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