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A Note on Bazaar Consumer Collectives

Deka, Maitrayee (2021) 'A Note on Bazaar Consumer Collectives.' Journal of the Association for Consumer Research, 6 (4). pp. 509-514. ISSN 2378-1815

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This commentary forwards the bazaar consumer collective as a distinct way to view popular consumer sociality. Instead of just building social relations through a particular commodity or brand, bazaar consumer affinities emerge by “grabbing” the moment of potentiality. This commentary argues that what defines bazaar consumerism is about getting onto a trend very quickly through ad hoc and informal production networks. Unlike in previous analysis of popular consumer cultures, bazaar consumerism is no more about aspiring toward upper-class consumption; it is about encapsulating whatever is trending in their environment. A loose bazaar consumer collective gets formed by the possibilities of wearing garments that are thoroughly capturing the moment, not about wearing a specific brand. By this logic, bazaar consumerism is an act of mimesis of decentering corporate discourse at one level and introducing copies as new symbols at the other end.

Item Type: Article
Divisions: Faculty of Social Sciences
Faculty of Social Sciences > Sociology, Department of
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 01 Sep 2021 15:18
Last Modified: 17 Jun 2022 01:00

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