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

Healy, Michael John and Beverland, Michael B (2015) Being sub-culturally authentic and acceptable to the mainstream: civilizing practices and self-authentication. Journal of Business Research, 69 (1). pp. 224-233. ISSN 0148-2963

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Abstract

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 findings 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.

Item Type: Article
Keywords: Consumer culture, identity work, furry
Schools and Departments: School of Business, Management and Economics > Business and Management
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Depositing User: Michael Beverland
Date Deposited: 30 Jul 2018 14:28
Last Modified: 01 Aug 2018 10:20
URI: http://sro.sussex.ac.uk/id/eprint/77443
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