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Creating a Consumab...
Creating a Consumable Past: How Memory Making Shapes Marketization
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Brunk, Katja H. (author)
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Giesler, Markus (author)
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- Hartmann, Benjamin J., 1981 (author)
- Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Department of Business Administration, Marketing Group
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(creator_code:org_t)
- 2017-09-15
- 2018
- English.
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In: Journal of consumer research. - : Oxford University Press (OUP). - 0093-5301 .- 1537-5277. ; 44:6, s. 1325-1342
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Abstract
Subject headings
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- Consumer researchers tend to equate successful marketization—the transition from a socialist to a capitalist economy—with the consensual acquiescence to an idealized definition of the socialist past. For this reason, little research has examined how memories about socialism influence marketization over time. To redress this gap, we bring prior consumer research on commercial mythmaking and popular memory to bear on an in-depth analysis of the marketization of the former German Democratic Republic. We find that, owing to a progressive sequence of conflicts between commercialized memories of socialism promoted by marketing agents and countermemories advocating socialism as a political alternative, definitions of the past, and by extension, capitalism’s hegemony are subject to ongoing contestation and change. Our theoretical framework of hegemonic memory making explains relationships among consumption, memory making, and market systems that have not been recognized by prior research on consumption and nostalgia.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- popular memory
- marketization
- nostalgia
- myth
- hegemony
- German reunification
- Ostalgie
Publication and Content Type
- ref (subject category)
- art (subject category)
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