search query: @author Kozinets, R. V. / total: 3
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| Author: | Kozinets, R. V. |
| Title: | Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption |
| Journal: | Journal of Consumer Research
2001 : JUN, VOL. 28:1, p. 67-88 |
| Index terms: | CULTURE CONSUMPTION CONSUMERS |
| Language: | eng |
| Abstract: | In this article, the author examines the cultural and subcultural construction of consumption meanings and practices as they are negotiated from mass media images and objects. Field notes and artifacts from 20 months of fieldwork at Star Trek fan clubs, at conventions, and in Internet groups, and 67 interviews with Star Trek fans are used as data. Star Trek's subculture of consumption is found to be constructed as a powerful Utopian refuge. Stigma, social situation, and the need for legitimacy shape the diverse subcultures' consumption meanings and practices. Legitimizing articulations of Star Trek as a religion or myth underscore fans' heavy investment of self in the text. These sacralizing articulations are used to distance the text from its superficial status as a commercial product. |
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