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Being sub-culturally authentic and acceptable to the mainstream: civilizing practices and self-authentication

journal contribution
posted on 2023-06-09, 14:18 authored by Michael John Healy, Michael BeverlandMichael Beverland
The practices used by members of consumer tribes to achieve mainstream acceptance remain under-researched. Consumers seek tribal membership as part of a larger life theme or identity goal, yet the divergent nature of their tribe may hinder this desire for self-authentication. The research examines how members of one consumer tribe, Furries (or anthromorphs), “come out” with outsiders, thereby taking the ultimate transformative step. The ?ndings demonstrate that Furries desire to disclose is framed around three competing concerns: being true to oneself, true to the tribe, and compassionate to outsiders. In balancing both egosystem and ecosystem goals Furries engage in three civilizing practices: reframing, spiritualizing, and playfulness. These practices enable members of consumer tribes to remain true to themselves but also expand the boundaries of their identities thereby gaining the mass acceptance they desire as part of a larger life theme.

History

Publication status

  • Published

Journal

Journal of Business Research

ISSN

0148-2963

Publisher

Elsevier

Issue

1

Volume

69

Page range

224-233

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2018-07-30

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    University of Sussex (Publications)

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