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Weaving a web: subaltern consumers, rising consumer culture, and television

Varman, Rohit and Belk, Russell W. 2008, Weaving a web: subaltern consumers, rising consumer culture, and television, Marketing theory, vol. 8, no. 3, pp. 227-252, doi: 10.1177/1470593108093555.

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Title Weaving a web: subaltern consumers, rising consumer culture, and television
Author(s) Varman, Rohit
Belk, Russell W.
Journal name Marketing theory
Volume number 8
Issue number 3
Start page 227
End page 252
Total pages 26
Publisher Sage
Place of publication London, Eng.
Publication date 2008-09
ISSN 1470-5931
Keyword(s) consumer culture
cultivation analysis
subaltern consumption
television
Summary Cultivation analysis suggests that television influences local cultures through its complex repertoire of images and narratives, which constitute a representation. Through a discursive analysis of television content in India we contend that rising material aspirations and consumer culture are significantly influenced by this medium. Dialectics of turmoil and tranquility mark this development for the working class population. On the one hand, there is domestication of unrest among subaltern groups, as they withdraw from collective political struggles to narrower and more tranquil forms of emulation and economism. On the other hand, these attempts at emulation have resulted in the poorer sections of society devoting their limited resources to aping a lifestyle well beyond their reach and further compromising their quality of life. The other pole of the dialectic is the increase in turmoil that results from tearing the traditional social fabric and support systems. This turmoil progressively manifests itself in increasing materialism and greater monetization of relationships for these subaltern groups.
Language eng
DOI 10.1177/1470593108093555
Field of Research 200212 Screen and Media Culture
Socio Economic Objective 959999 Cultural Understanding not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2008, Sage
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080085

Document type: Journal Article
Collection: Department of Marketing
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