search query: @author Haytko, D. L. / total: 1
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| Author: | Thompson, C. J. Haytko, D. L. |
| Title: | Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings |
| Journal: | Journal of Consumer Research
1997 : JUN, VOL. 24:1, p. 15-42 |
| Index terms: | FASHIONS INDUSTRY CULTURE CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The article explores the ways that consumers use fashion discourse to inscribe their consumption behaviors in a complex ideological system of folk theories about the nature of self and society. Verbatim texts of 20 phenomenological interviews concerning consumers' perceptions and experiences of fashion are interpreted through a hermeneutic process with specific consideration given to gender issues. Whereas critics of consumer culture frequently argue that fashion discourses enshroud consumer perceptions in a common hegemonic outlook, our analysis suggests that this ideological system offers a myriad of countervailing interpretive standpoints that consumers combine, adapt, and juxtapose to fit the conditions of their everyday lives. |
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