᭹ This paper argues that British society, together with the other parts of the post-industrial world, is undergoing extraordinary change. Moreover, this change seems to be affecting all people and institutions.This paper argues that this transformation presents a number of challenges to current marketing orthodoxy and explores how marketing might need to evolve to operate in the emerging mass customization, post-modern, post-industrial environment. ᭹The paper presents the argument that the new role of marketing in this post-modern world will be to help individuals in consumer culture to increase their ability to choose identities and negotiate their position in society by the creative use of their lifestyles and consumption.While presenting real challenges, the new marketing landscape offers real business opportunities to those who are willing to engage with this new emerging reality.
Purpose This research is positioned at the intersection of youth subculture consumption and religious affiliation, through the study of observant Muslim women involved in the highly engaging and codified activity of cosplay. Given authenticity is central to the cosplay visual impact and performance, this study aims to understand the way hijab cosplayers negotiate tensions between authentic body performativity and the observance of religious dressing codes. Design/methodology/approach A qualitative interpretive approach was used to address the research questions. In-depth semi-structured online interviews were conducted with 25 members of a hijab cosplayers from South East Asia. Findings The concept of authenticity emerged as multifaceted for hijab cosplayers, where they manage three different aspect of the authentic cosplay performance as follows: authenticity as a cosplayer (social dimension of authenticity), authenticity to the character (personal dimension of authenticity) and authenticity to their religious identity (religious dimension of authenticity). The subsequent malleable authenticity is used to legitimate cosplay as an acceptable performative practice from a religious and from subcultural view. Originality/value The research highlights how tensions between identity and performativity of the body are negotiated. More specifically, the study contributes to the understanding of the way hijab cosplayers reconcile tensions between religious identity and the performativity of the body. Given the role of the body as a site for negotiating identity, this study provides important insights in the tensions and strategies at the intersection of authenticity, embodiment and religious identity in youth cultures.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.