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    Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2020, © SAGE Publications Ltd, 2020 by SAGE Publications Ltd at the Marketing Theory page: https://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/

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The Interrupted World: Surrealist disruption and altered escapes from reality

Research output: Contribution to journalJournal article

E-pub ahead of print
<mark>Journal publication date</mark>27/03/2020
<mark>Journal</mark>Marketing Theory
Number of pages22
Publication statusE-pub ahead of print
Early online date27/03/20
Original languageEnglish

Abstract

Following Breton’s writings on surreality, we outline how unexpected challenges to consumers’ assumptive worlds have the potential to alter how their escape from reality is experienced. We introduce the concept of “surrealist disruption” to describe ontological discontinuities that disrupt the common-sense frameworks normally used by consumers, and that impact upon their ability to suspend their disbeliefs and experience self-loss. To facilitate our theorization, we draw upon interviews with consumers about their changing experiences as viewers of the realist-political TV-drama House of Cards against a backdrop of disruptive real-world political events. Our analyses reveal that, when faced with a radically-altered external environment, escape from reality changes from a restorative, playful experience to an uneasy, earnest one characterized by hysteretic angst, intersubjective sense-making and epistemological community-building. This reconceptualizes escapism as more emotionally multi-valenced than previously considered in marketing theory and reveals consumers’ subject position to an aggregative social fabric beyond their control.

Bibliographic note

The final, definitive version of this article has been published in the Journal, Marketing Theory, ? (?), 2020, © SAGE Publications Ltd, 2020 by SAGE Publications Ltd at the Marketing Theory page: https://journals.sagepub.com/home/MTQ on SAGE Journals Online: http://journals.sagepub.com/