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Negotiating Beauty : Local Readings of Global Cultural Flows
in Latin American Advances in Consumer Research Volume 2 Association for consumer research 2008 - 84-89 p.
Basing on cultural consumer studies, this paper focuses on tension between global mass-mediated consumer culture(s) and localized meaning making. The common discourse of globalization as global unicity is problematized with a study indicating that local historical and socio-cultural context is used as a resource in consumer sense making of global cultural flows. Speficially, the empirical research looks into how local readings of beauty are formed in Nordic (Finnish) context. Despite of
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acculturation into global consumer culture, local symbolic and mythical resources, such as the Finnish ideal of naturalness, were utilized in making sense of international advertising images.
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