Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Culture, desire and consumer culture in America in the new age of social media

Culture, desire and consumer culture in America in the new age of social media PurposeThe purpose of this paper is to consider the role that consumer desire plays in the creation of new culture forms.Design/methodology/approachThis paper is an opinion piece based on the author’s reflections on hundreds of in-depth ethnographic interviews, each generally of three to four hours length, carried out over the past 20 years, concerning a range of product categories and services, on behalf of a wide range of business clients.FindingsThe most significant finding is that a desire for new forms of sociality is driving the creation of new forms of commercial culture and of communication in culture.Originality/valueThis paper takes the novel approach of considering consumer desire as an engine of culture creation and of culture change. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Culture, desire and consumer culture in America in the new age of social media

Download PDF
10 pages

Loading next page...
 
/lp/emerald-publishing/culture-desire-and-consumer-culture-in-america-in-the-new-age-of-j8YM0SjKtj

References (7)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1352-2752
DOI
10.1108/QMR-04-2016-0038
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to consider the role that consumer desire plays in the creation of new culture forms.Design/methodology/approachThis paper is an opinion piece based on the author’s reflections on hundreds of in-depth ethnographic interviews, each generally of three to four hours length, carried out over the past 20 years, concerning a range of product categories and services, on behalf of a wide range of business clients.FindingsThe most significant finding is that a desire for new forms of sociality is driving the creation of new forms of commercial culture and of communication in culture.Originality/valueThis paper takes the novel approach of considering consumer desire as an engine of culture creation and of culture change.

Journal

Qualitative Market Research An International Journal – Emerald Publishing

Published: Sep 12, 2016

There are no references for this article.