| 1. |
- Gopaldas, Ahir, et al.
(författare)
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The bad boy archetype as a morally ambiguous complex of juvenile masculinities : the conceptual anatomy of a marketplace icon
- 2020
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 23:1, s. 81-93
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Tidskriftsartikel (refereegranskat)abstract
- In this article, we explore why the bad boy is a popular archetype inadvertising, erotica, fashion, journalism, movies, songs, television serials, andother forms of commercial culture. First, we interpret the bad boy as acombination of juvenile masculinities (aggression, rebellion, hypersexuality),appealing qualities (charisma, ruggedness, sensitivity), and moral ambiguities(via confusion, contradiction, and cumulation), which keep audiencesengaged. Second, we trace the evolution of these meanings in over acentury of American popular culture. Third, we reveal the many commercialfaces of the bad boy in the contemporary marketplace, including as anarchetypal brand positioning strategy, a transformative protagonist in eroticfiction, an unapologetic voice for macho fantasies, a beguiling object ofirrational love, a journalistic frame for polarizing masculinities, and aninexhaustible source of dramatic tension. In the final analysis, the bad boyarchetype is a contemporary marketplace icon because it has historicallybeen good at channeling all kinds of bad.
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| 2. |
- Molander, Susanna
(författare)
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A gendered agency of good enough : Swedish single fathers navigating conflicting state and marketplace ideologies
- 2021
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 24:2, s. 194-216
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Tidskriftsartikel (refereegranskat)abstract
- Prior research has shown how global marketplace ideologies have grown in influence at the expense of the state. This study shows how state ideologies can gain momentum and encourage new forms of consumer agency. Based on Swedish single fathers' everyday childcare, it illustrates how agency is negotiated as fathers navigate between a progressive state ideology of gender equality and a traditional marketplace ideology of intensive mothering. Swedish fathers are drawn to the practice of childcare and forming emotional bonds with their children - yet with a gendered consumer agency of good enough that differs from mothers' agency. The findings have implications beyond the context of Swedish fathers. Firstly, they underscore the importance of taking the state into account regarding consumption, markets and culture. Secondly, they detail the interplay and tensions between ideology and everyday life and thirdly, they illustrate that while traditional gender structures tend to run deep, they can change.
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| 3. |
- Molander, Susanna, 1965-, et al.
(författare)
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Hero shots : Involved fathers conquering new discursive territory in consumer culture
- 2019
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 22:4, s. 430-453
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Tidskriftsartikel (refereegranskat)abstract
- In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads we find hero shots depicting involved fathers where children’s needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary advertising, media and popular culture. We demonstrate how the Swedish state’s gender ideology was encoded into a communicative event in the form of hero shots and subsequently dispersed by visual consumers as well as political and commercial stakeholders pushing this particular agenda and/or capitalizing on its tendencies. This in such a way that the event conquered new discursive territory fostering new types of consumer cultural negotiations on fatherhood ideals also in other cultural settings.
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| 4. |
- Molander, Susanna, 1965-
(författare)
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Not just a mother : embodied and positional aspects of consumer learning from a practice perspective
- 2017
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 20:2, s. 131-152
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Tidskriftsartikel (refereegranskat)abstract
- Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory tends to overlook how consumer learning becomes embodied over time as well as how this learning is affected by experiences from related practices. With a practice theory approach to learning and based on an ethnographic study of mothering through dinner consumption, this paper highlights learning as an embodied experience influenced by the practitioners’ positioning in time and space as well as by multiple sources among which the market has become increasingly important.
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