Exploring the cultural logic of translocal marketplace cultures : essays on new methods and empirical insights

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Rokka, Joonas
dc.date.accessioned 2013-11-26T13:16:40Z
dc.date.available 2013-11-26T13:16:40Z
dc.date.issued 2010
dc.identifier.isbn 978-952-60-1018-2
dc.identifier.issn 1237-556X
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/11542
dc.description.abstract The aim of this doctoral research is to explore new forms of cultural production that are currently transforming the global marketplace cultures of today. Prior research has given rise to a number of viewpoints on how we should think about the accelerating globalization of markets and what particular cultural dynamics are at play in shaping the constantly evolving marketplace cultures. These include approaches stressing the logics of cultural assimilation or adaptation, models of cultural globalization and glocalization as well as the postmodern fragmentation of markets. This thesis maps out central tendencies in cultural theory regarding these approaches and directs attention to the logics of ‘translocal’ cultural production, emphasizing the role of translocal practices and communities as central constituents of transnational marketplace cultures. Digitalized and neo-tribal forms of cultural production are investigated as particular empirical examples of such emerging modes of translocal marketplace cultures. In addition, the thesis elaborates on new methods and a conceptual perspective suitable for their study. Four essays interrogate a series of interlinked research issues and form the main output of this doctoral research. Two of the essays are methodological and two empirical illustrations of the proposed methods. Essay I investigates how netnographic methods can offer a better understanding of the transnational nature of online cultural phenomena and argues that a better understanding of the new ‘translocal sites’, such as transnational online communities and consumer networks, can open up new research opportunities on an increasingly global consumer culture. Essay II gives an empirical illustration of netnographic methods and investigates the nature of translocal cultural production in web-based communities by examining new forms of environmental dialogue and political participation in a global traveller website. Essay III explores how videographic methods can be used in the study of consumer and marketplace cultures, thus paving the way for the final Essay IV in which videography is applied in a multi-sited ethnography of a translocal, neo-tribal consumer culture in extreme sports. Empirical insights are based on two primary sets of data: netnographic data gathered from online community (Essays II) and ethnographic data gathered from five countries (Essay IV). The findings demonstrate that, most importantly, consumer culture and markets can no longer be conceived or studied only in terms of national, territorial, geographical or locally bound identity or community. This research argues that a distinctive cultural logic which is inherently translocal, i.e. transnational but local in various localities and sites, is currently transforming marketplace cultures. It views markets as gradually disintegrated, rootless and de-territorial entities that are connected primarily through sociability established via translocal practices. These practices on the other hand are constantly being produced, negotiated and contested in transnational communities of people, including online communities, gathered around particular consumption activities. Regarding the existing literature, the proposed perspective calls attention to the ultimate site of the marketplace, re-conceptualizing it as continuously evolving and translocal ‘social site’ in which participants engage in. Building on practice theory, this site consists of both mental and bodily practice elements (such as doings and sayings) as well as material arrangements (setups of material objects which compose the entities where practices are carried out). This site is neither static nor bound to a location and therefore by studying it new fruitful research possibilities opens up into global marketplace cultures. In addition, new research methods including netnography and videography are proposed that are particularly suitable for analyzing translocal marketplace phenomena. en
dc.format.extent 170 s.
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Helsinki School of Economics en
dc.publisher Helsingin kauppakorkeakoulu fi
dc.relation.ispartofseries Acta Universitatis oeconomicae Helsingiensis, A fi
dc.relation.ispartofseries 364 fi
dc.relation.haspart Rokka, J.: Netnographic Inquiry and New Translocal Sites of the Social. International Journal of Consumer Studies, 34, (2010, forthcoming)
dc.relation.haspart Rokka, J. & Moisander, J.: Environmental Dialogue in Online Communities: Negotiating Ecological Citizenship among Global Travellers. International Journal of Consumer Studies, 33, (2009) 199-205.
dc.relation.haspart De Valck, K., Rokka, J., Hietanen, J.:Videography in Consumer Research: Visions for a Method on the Rise. Finanza Marketing e Produzione, 27 (2009) 81-100.
dc.relation.haspart Rokka, J., Hietanen, J. & De Valck, K.: Brothers in Paint: Practice-Oriented Inquiry into a Tribal Marketplace Culture. Previous version of this paper was presented at Consumer Culture Theory Conference, June 11-14, Ross School of Business, University of Michigan, Ann Arbor MI, USA. (Unpublished manuscript).
dc.relation.haspart Rokka, J., Hietanen, J. & De Valck, K.: Brothers in Paint: Practice-Oriented Inquiry into a Tribal Marketplace Culture. InAdvances in Consumer Research, 37, (2010). Campbell, M.C., Inman, J., Pieters, R. (eds.), (forthcoming). (Videography).
dc.title Exploring the cultural logic of translocal marketplace cultures : essays on new methods and empirical insights en
dc.type G5 Artikkeliväitöskirja fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Department of Marketing and Management en
dc.contributor.department Markkinoinnin ja johtamisen laitos fi
dc.identifier.urn URN:ISBN:978-952-60-1018-2
dc.type.dcmitype text en
dc.programme.major Markkinointi fi
dc.programme.major Marketing en
dc.type.ontasot Väitöskirja (artikkeli) fi
dc.type.ontasot Doctoral dissertation (article-based) en
dc.contributor.supervisor Moisander, Johanna
dc.contributor.supervisor Uusitalo, Liisa
dc.opn Kozinets, Robert V., professor, York University, Schulich School of Business, Canada
dc.subject.helecon kulutus
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon kuluttajat
dc.subject.helecon elämäntapa
dc.subject.helecon trendit
dc.subject.helecon kulttuuri
dc.subject.helecon internet
dc.subject.helecon yhteisöt
dc.subject.helecon sosiaalinen media
dc.subject.helecon consumption
dc.subject.helecon consumer behaviour
dc.subject.helecon consumers
dc.subject.helecon way of life
dc.subject.helecon trends
dc.subject.helecon culture
dc.subject.helecon communities
dc.subject.helecon social media
dc.date.defence 2010-05-21
dc.dissid 398
dc.identifier.bibid 573363

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