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dc.contributor.authorBrownlie, Douglasen_UK
dc.contributor.authorHewer, Paulen_UK
dc.description.abstractThe paper discusses the constitution of the consuming subject in lifestyle practicesof belonging and difference, taste and choice in the material circumstances of everyday living. Itconsiders how lived moments of mundane activity can be understood, not simply as sites of socialreproduction and unknowing regulation, but as fields of invention, transformation and reflexivestruggle. In particular we unpack the contribution to be gleaned from a thoughtful return to DeCerteau et al. (1998), a theorist of practice whose lucidly insightful works, we claim, remainlargely silenced within contemporary debates over the turn to practice in consumer research(Schau, Muniz, & Arnould, 2009). It is argued that current conceptions of practice withinmanagement and marketing find themselves corralled by the authoritative legacy of the worksof Bourdieu (1977, 1984, 1990) which has the effect of marginalizing other traditions of practicetheorising: here consumption practices are formatted into logics of rational calculation. Wesuggest that the work of de Certeau offers an alternative to reductive discursive accountings,revealing the emergent and material character of mundane sense and deed, where the ordinary isfigured as the realm par excellence of improvised vernacular consumption practices. In seeking torepair mechanistic underpinnings by linking practices and structure in the everyday lifestyle workof consumers, we hope to turn our gaze towards the moral and political character of that whichpractice theory calls forth. Born of necessity such practice laughs in the face of Bourdieu'sdismissal of the ‘choice of necessity'.en_UK
dc.relationBrownlie D & Hewer P (2011) Articulating consumers through practices of vernacular creativity. Scandinavian Journal of Management, 27 (2), pp. 243-253.;
dc.rightsPublisher policy allows this work to be made available in this repository. Published in Scandinavian Journal of Management by elsevier. NOTICE: this is the author’s version of a work that was accepted for publication in Scandinavian Journal of Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in SCANDINAVIAN JOURNAL OF MANAGEMENT, VOL 27, ISSUE 2, (2011)] DOI: 10.1016/j.scaman.2011.03.003en_UK
dc.subjectConsumption Practiceen_UK
dc.subjectIdentity politicsen_UK
dc.subjectVernacular Creativityen_UK
dc.titleArticulating consumers through practices of vernacular creativityen_UK
dc.typeJournal Articleen_UK
dc.citation.jtitleScandinavian Journal of Managementen_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationUniversity of Strathclydeen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorBrownlie, Douglas|en_UK
local.rioxx.authorHewer, Paul|en_UK
local.rioxx.projectInternal Project|University of Stirling|
Appears in Collections:Marketing and Retail Journal Articles

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