Assembling tribes

Abstract

Purpose This paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human–material actants, this paper shows that tribes manifest via hybrid assemblages of people, things and ideas. Design/methodology/approach Insights are drawn from a three-year assemblage-oriented ethnographic study of a salsa-dancing tribe, specifically their ephemeral gatherings across multiple sites without hierarchical organization. Methods include observations as a consumer–participant, producer–participant and in-depth interviewing. Findings Introduces a framework documenting how tribes disperse temporarily and reconstitute via a dual process of ascription and distribution. Tribes reconstitute when consumers reproduce an assemblage that effectively overcomes a meshwork of practical challenges. Consumers ascribe to the standards of the tribe while, alternatively, tribes distribute the assemblage beyond the immediate group. Research limitations/implications Conceptualizes the socio-technical dynamics that tribes mobilize to disassemble and reassemble through ephemeral gatherings. Proposes a framework on hybrid interdependencies, including not only participants but also techniques, devices and sites. Practical implications While previous research shows that tribes can collapse, the authors propose that marketers can intervene to foster long-term resilience. As tribes disperse, consumer and marketing efforts operate at different temporal sequences to enable tribal reconstitutions. Originality/value Contributes to the literature on consumer tribes by theorizing ephemerality per ascription and distribution mechanisms.

A consumer culture theory perspective of the marketplace: An integrative review and agenda for research

“…In their fragmentation, subcultures generate a subcultural mosaic (Ulusoy & Firat, 2018). Consumer tribes can also dismantle, but they can reconstitute through an assemblage of elements (Ruiz et al, 2020). Although it is relevant to understand how consumption communities disappear and how they can be brought back to life, we note a scarcity of studies on this topic.…”

“…Online brand communities can be of two subtypes: firm-sponsored (FS) and user-generated (UG) (Sloan et al, 2015). A consumer tribe is a wider concept, of fluid, ephemeral, and mobile communities, which encompasses different products, services, experiences, and activities (Aung & Sha, 2016;Goulding et al, 2013;Ruiz et al, 2020). The main characteristics of consumer tribes are multiplicity, playfulness, transience, and entrepreneurialism.…”

“…These paradoxes are reflected in consumption experiences, at an individual or tribal level (Skandalis et al, 2016). Thus, subcultures of consumption and consumer tribes are mostly fragmented (Ulusoy & Firat, 2018) and ephemeral (Ruiz et al, 2020). The existing literature focuses on understanding these paradoxes and the factors that lead to fragmentation (Skandalis et al, 2016;Ulusoy & Firat, 2018).…”

“…Additionally, it uses assemblage theory to demonstrate how consumer tribes reconnect (Ruiz et al, 2020).…”

“…Consumer tribes have an ephemeral nature, but they can reconstitute again after being dispersed. Their constitution, dispersion, and reconstitution depend on the own characteristics of members and the dynamics that emerge from their participation in the tribe(Ruiz et al, 2020). Moreover,Weijo et al (2014) propose increasing delocalization as a consequence of online interactions.…”