Final published version
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 - Why art matters
T2 - Artistic consumer-entrepreneurship in subsistence marketplaces
AU - Chakrabarti, Ronika
PY - 2021/3/31
Y1 - 2021/3/31
N2 - This reflective essay explores the role art can play in subsistence marketplaces, focusing particularly on its role in consumer-entrepreneurship. Using informal field engagement in Mexico, Tanzania, and Native American tribes, in dialogue with the literature, it poses three questions as the basis for a research agenda: How can consumer-entrepreneurs preserve art and heritage to sustain socioeconomic value? What transformative role does art play in subsistence marketplaces for the consumers and entrepreneurs involved? How can indigenous consumers and entrepreneurs protect their cultural identity and sovereignty through art? Directions for future research include the need to better understand the role of assemblages and intermediaries for artisan consumer-entrepreneurs, an issue with evident policy implications. As indigenous and near-indigenous societies seek identity, meaning, and cohesion in a turbulent world, art can preserve, transform, and assert.
AB - This reflective essay explores the role art can play in subsistence marketplaces, focusing particularly on its role in consumer-entrepreneurship. Using informal field engagement in Mexico, Tanzania, and Native American tribes, in dialogue with the literature, it poses three questions as the basis for a research agenda: How can consumer-entrepreneurs preserve art and heritage to sustain socioeconomic value? What transformative role does art play in subsistence marketplaces for the consumers and entrepreneurs involved? How can indigenous consumers and entrepreneurs protect their cultural identity and sovereignty through art? Directions for future research include the need to better understand the role of assemblages and intermediaries for artisan consumer-entrepreneurs, an issue with evident policy implications. As indigenous and near-indigenous societies seek identity, meaning, and cohesion in a turbulent world, art can preserve, transform, and assert.
KW - art
KW - consumer-entrepreneurship
KW - subsistence marketplaces
U2 - 10.1111/joca.12345
DO - 10.1111/joca.12345
M3 - Journal article
VL - 55
SP - 134
EP - 150
JO - Journal of Consumer Affairs
JF - Journal of Consumer Affairs
SN - 0022-0078
IS - 1
ER -