Mundane resistance as a set of sensemaking/giving processes

in Finanza Marketing e Produzione, 27 (4)

ISSN: 1593-2230

par Sitz, Lionel (1981-....)

2009 - 63-78 P. | In anglais

This research examines discursive manifestations of “mundane resistance». It uncovers the commonplace representations and social groupings used by consumers and presents resistance as a set of sensemaking and sensegiving processes. Finally resistancescape is discussed to apprehend the complex relationships consumers have with the market.

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