ECTS - University of Pisa
| Modules | Area | Type | Hours | Teacher(s) | |
| CONSUMER CULTURE THEORY | SECS-P/08 | LEZIONI | 42 |
|
Al termine del corso, lo studente avrà acquisito conoscenze in merito alle più recenti teorie proposte nell’ambito degli studi sulla cultura di consumo.
The student who successfully completes the course will improve his or her knowledge of most recent theories in the field of consumer culture studies.
La verifica delle conoscenze acquisite sarà oggetto della prova d'esame, prevista alla fine del corso.
The final exam will verify that the students acquire the expected knowledge.
Al termine del corso lo studente avrà acquisito competenze nell’ambito degli studi sulla cultura di consumo.
Expected skills are related to competences in the field of consumer culture theory.
La verifica delle capacità acquisite sarà oggetto della prova d'esame, prevista alla fine del corso.
The final exam will verify that the students acquire the expected skills.
Lo studente potrà acquisire strumenti e competenze nell’ambito delle metodologie e teorie applicate allo studio della cultura di consumo.
The student will know and be able to use methdologies and theories applied to the study of consumption culture.
La verifica dei comportamenti acquisiti sarà oggetto della prova d'esame, prevista alla fine del corso.
The final exam will verify that the students acquire the expected behaviors.
Non ci sono prerequisiti particolari, anche se è preferibile sostenere l'esame dopo quello di Analisi e comportamento del consumatore, del quale costituisce un approfondimento.
There are no prerequisities, but it is important to study Analisi e comportamento del consumatore first.
Le lezioni sono svolte frontalmente, con l'ausilio di slide. Al termine della lezione, le slide vengono caricate sulla piattaforma Moodle. Tale piattaforma viene utilizzata anche per comunicare l'eventuale organizzazione di eventi, spostamento di aula od orario, così come per pubblicare i risultati delle prove d'esame (quando dovessero essere fatte prove scritte).
Delivery: Face to face
Learning activities: Attending lectures, participation in discussions, individual study
Attendance: Not mandatory
Teaching methods: Lectures
Il corso descrive in maniera generale i più importanti filoni di ricerca sviluppati nell’ambito degli studi sulla cultura di consumo. Tramite l’analisi di studi di matrice interpretativa, viene offerta una discussione teorica del consumo come attività culturale: i consumatori interagiscono tra loro, con il mercato e con le istituzioni socio-culturali tramite attività di consumo e, così facendo, esprimono la propria identità. Il consumo può dunque essere concettualizzato sia come pratica di natura collettiva e aggregata che come attività individuale e soggettiva, tramite la quale gli individui contribuiscono allo sviluppo e alla trasformazione del consumo stesso nella cultura popolare. Il corso considererà vari aspetti di questo processo e sottolineerà le più recenti tendenze sia nella teoria che nella pratica.
Nell’ambito di questa prospettiva generale, saranno approfondite quattro aree di studio:
I progetti identitari dei consumatori: Come i consumatori creano e gestiscono la propria identità attraverso l’acquisto e il consumo
Le culture di mercato: Come i consumatori si connettono agli altri formando strutture collettive e movimenti legati ad attività di consumo
Il pattern socio-storico del consumo: Come il comportamento di consumo è influenzato da fattori storici e sociali
La natura ideologica delle partiche di consumo e la co-creazione da parte dei consumatori: Come i consumatori interagiscono con la cultura di consumo in termini di valori e ideologia
The course provides a general description of the most important research streams available in the field of consumer culture research. By addressing interpretive studies, it offers a theoretical account of consumption as a (mainly) cultural activity: consumers interact with each other, with the market, and socio-cultural institutions by means of consumption acts and activities and, in so doing, they express their identity. As such, consumption can be seen as both a collective, aggregate cultural phenomenon and an individual, subjective activity through which consumers contribute to the development and change of consumption and popular culture. The course will describe various facets of this process and outline the most recent trends in both theory and practice.
Within this perspective, four areas will be studied:
Consumer Identity Projects: How consumers create and manage their identity through purchase and consumption
Marketplace Cultures: How consumers connect to each other forming collective structures and movements depending on their consumption activities
The Socio-Historic Patterning of Consumption: How consumer behavior is shaped by historical and social factors
The Ideological Shaping of Consumption Practices and Consumers’ Co-creative Appropriations: How consumers interact with consumption culture in terms of values and ideology
Introduction
Arnould E.J., Thompson C.J., (2005) “Consumer culture theory (CCT): Twenty years of research”, Journal of Consumer Research, 31 (4), 868-83.
Part 1: Consumption Identity
Belk, R.W. (1988) “Possessions and the extended self”, Journal of Consumer Research, 15 (2), 139-68.
Grayson, K., Shulman, D., (2000) “Indexicality and the verification function of irreplaceable possessions: A semiotic analysis”, Journal of Consumer Research, 27 (1), 17-30.
Fernandez, K., Lastovicka, J. (2011) “Making magic: Fetishes in contemporary consumption”, Journal of Consumer Research, 38 (2), 278-299.
Belk, R.W. (2013) “Extended self in a digital world”, Journal of Consumer Research, 40 (October), 477-500.
Part 2: Marketplace Cultures
Kozinets, R. (2001) “Utopian enterprise: Articulating the meanings of Star Trek’s culture of Consumption”, Journal of Consumer Research, 28 (1), 67-88.
Muniz, A.M., O’Guinn, T.C. (2001) “Brand Community”, Journal of Consumer Research, 27 (4), 412-432.
Dalli, D., Corciolani, M., (2008) “Collective forms of resistance: The transformative power of moderate communities. Evidence from the Bookcrossing case”, International Journal of Market Research, 50 (6), 757-775.
Figueiredo, B., Scaraboto, D. (2016) “The systemic creation of value through circulation in collaborative consumer networks”, Journal of Consumer Research, 43 (4), 509-533.
Part 3: The Socio-Historic Patterning of Consumption
Holt, D.B. (1988) “Does cultural capital structure American consumption?”, Journal of Consumer Research, 25 (1), 1-26.
Arsel, Z., Thompson, C.J. (2011) “Demythologizing consumption practices: How consumers protect their field-dependent identity investments from devaluing marketplace myths”, Journal of Consumer Research, 37 (5), 791-806.
Humphreys, A., Latour, K.A. (2013) “Framing the game: Assessing the impact of cultural representations on consumer perceptions of legitimacy”, Journal of Consumer Research, 40 (4), 773-795.
Part 4: The Ideological Shaping of Consumption Practices and Consumers' Co-creative Appropriations
Holt, D.B. (2002) “Why do brands cause trouble? A dialectical theory of consumer culture and branding”, Journal of Consumer Research, 29 (1), 70-90.
Grayson, K., Martinec, R., (2004) “Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings”, Journal of Consumer Research, 31 (2), 296-312.
Beverland, M.B., Farrelly, F.J. (2010) “The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes”, Journal of Consumer Research, 36 (5), 838-856.
Corciolani, M. (2014) “How do authenticity dramas develop? An analysis of Afterhours fans’ responses to the band’s participation in the Sanremo Music Festival”, Marketing Theory, 14 (2), 185-206.
Introduction
Arnould E.J., Thompson C.J., (2005) “Consumer culture theory (CCT): Twenty years of research”, Journal of Consumer Research, 31 (4), 868-83.
Part 1: Consumption Identity
Belk, R.W. (1988) “Possessions and the extended self”, Journal of Consumer Research, 15 (2), 139-68.
Grayson, K., Shulman, D., (2000) “Indexicality and the verification function of irreplaceable possessions: A semiotic analysis”, Journal of Consumer Research, 27 (1), 17-30.
Fernandez, K., Lastovicka, J. (2011) “Making magic: Fetishes in contemporary consumption”, Journal of Consumer Research, 38 (2), 278-299.
Belk, R.W. (2013) “Extended self in a digital world”, Journal of Consumer Research, 40 (October), 477-500.
Part 2: Marketplace Cultures
Kozinets, R. (2001) “Utopian enterprise: Articulating the meanings of Star Trek’s culture of Consumption”, Journal of Consumer Research, 28 (1), 67-88.
Muniz, A.M., O’Guinn, T.C. (2001) “Brand Community”, Journal of Consumer Research, 27 (4), 412-432.
Dalli, D., Corciolani, M., (2008) “Collective forms of resistance: The transformative power of moderate communities. Evidence from the Bookcrossing case”, International Journal of Market Research, 50 (6), 757-775.
Figueiredo, B., Scaraboto, D. (2016) “The systemic creation of value through circulation in collaborative consumer networks”, Journal of Consumer Research, 43 (4), 509-533.
Part 3: The Socio-Historic Patterning of Consumption
Holt, D.B. (1988) “Does cultural capital structure American consumption?”, Journal of Consumer Research, 25 (1), 1-26.
Arsel, Z., Thompson, C.J. (2011) “Demythologizing consumption practices: How consumers protect their field-dependent identity investments from devaluing marketplace myths”, Journal of Consumer Research, 37 (5), 791-806.
Humphreys, A., Latour, K.A. (2013) “Framing the game: Assessing the impact of cultural representations on consumer perceptions of legitimacy”, Journal of Consumer Research, 40 (4), 773-795.
Part 4: The Ideological Shaping of Consumption Practices and Consumers' Co-creative Appropriations
Holt, D.B. (2002) “Why do brands cause trouble? A dialectical theory of consumer culture and branding”, Journal of Consumer Research, 29 (1), 70-90.
Grayson, K., Martinec, R., (2004) “Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings”, Journal of Consumer Research, 31 (2), 296-312.
Beverland, M.B., Farrelly, F.J. (2010) “The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes”, Journal of Consumer Research, 36 (5), 838-856.
Corciolani, M. (2014) “How do authenticity dramas develop? An analysis of Afterhours fans’ responses to the band’s participation in the Sanremo Music Festival”, Marketing Theory, 14 (2), 185-206.
Per i non frequentanti, il programma d'esame è il medesimo.
For non-attending students, the material to be studied is exactly the same.
L'esame consiste in una prova scritta con domande a risposta aperta oppure in una prova orale, sempre con domande a risposta aperta. Le due tipologie sono perfettamente intercambiabili e presentano lo stesso livello di difficoltà per lo studente. La scelta dell'una o dell'altra modealità viene effettuata dal docente sulla base del numero di iscritti.
The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology.The student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression. The exam can be oral or written, depending on the number of students attending it. In both cases, the exam includes a few open-ended questions.
