Poverty in consumer culture: towards a transformative social representation

Kathy Hamilton 1 Maria G. Piacentini 2 Emma Banister 3 Andres Barrios 4 Christopher P. Blocker 5 Catherine A. Coleman 6 Ahmet Ekici 7 Hélène Gorge 8 Martina Hutton 9 Françoise Passerard 10 Bige Saatcioglu 11
1 University of Strathclyde
2 Lancaster University
3 MBS - Manchester Business School
4 Universidad de Los Andes
5 CSU - Colorado State University [Fort Collins]
6 TCU - Texas Christian University
7 Bilkent University [Ankara]
8 SKEMA Business School
9 University of Winchester
10 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC
11 Ozyegin University
Abstract : In this article, we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment – that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalising representations of poverty into more empowering representations.
Keywords : poverty representation consumer culture transformative consumer research
Type de document :
Article dans une revue
Journal of Marketing Management, Westburn Publishers, 2014, 30 (17-18), pp.1833-1857. 〈10.1080/0267257X.2014.967929〉
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https://hal-hec.archives-ouvertes.fr/hal-01099619
Contributeur : Amaury Bouvet <>
Soumis le : dimanche 4 janvier 2015 - 21:53:46
Dernière modification le : vendredi 14 septembre 2018 - 01:18:31

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HEC | PARISTECH | UNIV-COTEDAZUR | UNIV-HESAM

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Kathy Hamilton, Maria G. Piacentini, Emma Banister, Andres Barrios, Christopher P. Blocker, et al.. Poverty in consumer culture: towards a transformative social representation. Journal of Marketing Management, Westburn Publishers, 2014, 30 (17-18), pp.1833-1857. 〈10.1080/0267257X.2014.967929〉. 〈hal-01099619〉

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