The Social Tribe: From Shared Consumption to a Search for Collectivity

Oliver Lund Storgaard & Frederik Neergaard Hemmingsen

Student thesis: Master thesis


Traditional marketplace community research focuses on the relation between communities and brands but lacks emphasis on the deeper layers of community culture and consumers’ role in creating collective identity.Through a participatory ethnographic study, this paper explores how Tinkuy as a non-brand focused tribe can be understood as a marketplace community and to which extent the culture can explain how members form identity.Despite certain inconsistencies in the culture, Tinkuy has a strong identity rooted in a collective and social search for spiritual balance and a bettersociety.Tinkuy exists as a modern manifestation of the yearning for the re-emergence of emancipatory collectivity where important dualities affect how the individual searches for collective meaning. The tribe resides between the spheres of society and the market,which means that Tinkuy can be viewed not as a consumer tribe but rather a social tribe where consumption in a traditional sense is absent

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages155
SupervisorsRichard Jones