Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Covert distinction
T2 - how hipsters practice food-based resistance strategies in the production of identity
AU - Cronin, James
AU - McCarthy, Mary
AU - Collins, Alan
PY - 2013
Y1 - 2013
N2 - This paper reveals the processes by which food is used to express resistance to the mainstream and perform identity work within the hipster community of consumption. Based on the findings of a qualitative investigation, several resistance strategies involving food emerged: Vegetarian choices; Brand choices and avoidances; and Decommodification practices. We discuss how these strategies are framed by hipsters' discursive distaste for the commercial food marketing system but are, in practice, operationalised as subtle ways to achieve proper representation of their collective identity within the marketplace. Mundane consumption emerges as motor-force in allowing these consumers to surreptitiously maintain distinction and to protect their within-group identity from mainstream co-optation. We conclude by suggesting that the inconspicuous nature of mundane consumables such as food and alcohol products allows for idiosyncratic shared community performances that are covert and difficult for broader social currents to detect and co-opt.
AB - This paper reveals the processes by which food is used to express resistance to the mainstream and perform identity work within the hipster community of consumption. Based on the findings of a qualitative investigation, several resistance strategies involving food emerged: Vegetarian choices; Brand choices and avoidances; and Decommodification practices. We discuss how these strategies are framed by hipsters' discursive distaste for the commercial food marketing system but are, in practice, operationalised as subtle ways to achieve proper representation of their collective identity within the marketplace. Mundane consumption emerges as motor-force in allowing these consumers to surreptitiously maintain distinction and to protect their within-group identity from mainstream co-optation. We conclude by suggesting that the inconspicuous nature of mundane consumables such as food and alcohol products allows for idiosyncratic shared community performances that are covert and difficult for broader social currents to detect and co-opt.
U2 - 10.1080/10253866.2012.678785
DO - 10.1080/10253866.2012.678785
M3 - Journal article
JO - Consumption, Markets and Culture
JF - Consumption, Markets and Culture
SN - 1477-223X
ER -