Beverland_2013_JMM_29_1_2_225.pdf (927.74 kB)
Unleashing the animal within: exploring consumers' zoomorphic identity motives
journal contribution
posted on 2023-06-09, 14:18 authored by Michael Healy, Michael BeverlandMichael BeverlandThrough netnographic inquiry, we explore the practice of zoomorphism by one group of 'anthromorphs' - Furries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. Building on this, we also identify two ways (constructing a fursuit and engaging in ritualised animalistic behaviour) in which Furries reinforce their communal status through authoritative performances that involves 'giving oneself to the animal spirit'. To our knowledge, this study represents the first examination of Furry consumer culture, and contributes to our understanding of human-animal relations through insights for anthropomorphism, zoomorphism, and the extended self. Specifically, we identify that Furries draw on an anthropomorphised animal spirit to heal feelings of disconnection with the postmodern world. In contrast to studies on anthropomorphism, consumers draw on animal spirits to define their internal sense of self and operate more effectively within the world.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Marketing ManagementISSN
0267-257XPublisher
Taylor & FrancisExternal DOI
Issue
1/2Volume
29Page range
225-248Department affiliated with
- Business and Management Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-07-30First Open Access (FOA) Date
2018-07-30First Compliant Deposit (FCD) Date
2018-07-29Usage metrics
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