search query: @freeterm subcultures / total: 2
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| Author: | Mikkonen, I. |
| Title: | Negotiating subcultural authenticity through interpretation of mainstream advertising |
| Journal: | International Journal of Advertising
2010 : VOL. 29:2, p. 303-326 |
| Index terms: | advertising culture |
| Freeterms: | subcultures homosexuality authenticity |
| Language: | eng |
| Abstract: | The study examines how subcultural authenticity is constructed and negotiated as members of a subculture interpret mainstream advertising images. A reader-response theory is adopted. The empirical research examines especially how lesbian consumers discursively construct authentic lesbianism, and contest what is perceived inauthentic when reading and interpreting advertising. The author identifies four processes through which "lesbian authenticity" is constructed. |
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