Individual and Collective Identities in Consocial Communities: Theorising New Forms of on and Offline Social Practice in Relation to Tensions between Individual and Collective Identities

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Abstrakt

In this paper we theorize about the consocial, brand-related consumption community as a new form of on and offline social practice. Consumption community is seen from a process ontology in which tensions between individual and collective identities are regarded as performances which express and expose underlying tensions between collective and individual identities. We apply selfdetermination theory as a micro-level empirical lens through which to study and understand individual’s relationship to the community and Actor-Network Theory and Practice Theory to understand the meta-level processes and interactions at the collective level. Whilst community culture is a well explored area, highlighting the stable cultural attributes of such communities, this paper empirically explores, through the analysis of a running community (often called running crews), less cohesive, loose coupled communities that are characterized by weak interdependency reflecting modern urban lifestyles. The aim of the paper is to develop a theory of these fluid, heterogenous and complex consocial communities from the collective AND the individual levels.
OriginalsprogEngelsk
TitelProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
RedaktørerAbel Monfort
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2021
Artikelnummer94755
StatusUdgivet - 2021
BegivenhedThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spanien
Varighed: 25 maj 202128 maj 2021
Konferencens nummer: 50
http://www.emac2021conference.org/

Konference

KonferenceThe 50th EMAC Annual Conference 2021
Nummer50
LokationESIC Business & Marketing School
Land/OmrådeSpanien
ByMadrid
Periode25/05/202128/05/2021
Internetadresse

Emneord

  • Consumption communities
  • Consociality
  • Self-determination theory

Citationsformater