当前位置: X-MOL 学术Journal of Marketing Management › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Cultural camouflage: how consumers perform concealment practices and blending techniques to insulate cultural membership
Journal of Marketing Management ( IF 4.707 ) Pub Date : 2021-09-29 , DOI: 10.1080/0267257x.2021.1974077
Alexandra S. Rome 1 , Jack S. Tillotson 2 , Florian Maurice 1
Affiliation  

ABSTRACT

The purpose of this paper is to explore how gay men manage their identities both within and outside the gay community by drawing on post-gay discourses, which surmise stigma against the gay community as a thing of the past. Implementing qualitative methods, the findings show that a post-gay subjectivity is produced via a series of camouflage strategies, which enable consumers to assimilate into mainstream society, whilst acquiring cultural membership and recognition. This research illustrates how these strategies function as cultural repertoires that improve consumers’ well-being while paradoxically reproducing heteronormative power relations that exacerbate stigma and diversification both within and outside the gay community.



中文翻译:

文化伪装:消费者如何进行隐藏实践和混合技术以隔离文化成员

摘要

本文的目的是探讨男同性恋者如何通过后同性恋话语来管理他们在同性恋社区内外的身份,这些话语推测对同性恋社区的污名化已成为过去。实施定性方法,研究结果表明,通过一系列伪装策略产生了后同性恋主体性,这使消费者能够融入主流社会,同时获得文化成员资格和认可。这项研究说明了这些策略如何作为文化曲目发挥作用,提高消费者的幸福感,同时自相矛盾地再现异性恋规范的权力关系,加剧同性恋社区内外的污名化和多元化。

更新日期:2021-09-29
down
wechat
bug