“Something is missing”: Melancholia and belonging in collective consumption

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorWickstrom, Alice
dc.contributor.authorDenny, Iain
dc.contributor.authorHietanen, Joel
dc.contributor.departmentDepartment of Management Studies
dc.contributor.departmentUppsala University
dc.contributor.departmentUniversity of Helsinki
dc.date.accessioned2020-08-06T12:18:09Z
dc.date.available2020-08-06T12:18:09Z
dc.date.issued2021-03-01
dc.descriptiondoi: 10.1177/1470593120937340
dc.description.abstractIn this essay, we explore the limits of marketized belonging through Kristeva?s theorization of melancholia and desire. This allows us to problematize ?joyful? accounts of societal re-enchantment and how ?belonging? through collectives of consumption (such as neo-tribes, subcultures of consumption, and brand communities) is generally seen as a natural response to modernist rationalization and increased individualization. Instead, we argue that the scholarly understanding of collective forms of consumption has been premised upon paradoxical ground due to the notion of the subject-as-consumer as lacking often being implicitly reproduced, albeit theoretically neglected, allowing for the reproduction of romanticized ideals of marketized ?communality.? We foreground how tensions between individuality and communality are negotiated within markets and argue that collective forms of consumption feed upon separation, fragmentation, and the suspension of ?joy? rather than relationality and belonging. We propose that this allows for a better understanding of the desire to become through collective consumption and direct further attention toward questions related to liminality, detachment, loss, and exclusion.en
dc.description.versionPeer revieweden
dc.format.extent1470593120937340
dc.format.mimetypeapplication/pdf
dc.identifier.citationWickstrom , A , Denny , I & Hietanen , J 2021 , ' “Something is missing”: Melancholia and belonging in collective consumption ' , Marketing Theory , vol. 21 , no. 1 , pp. 75-92 . https://doi.org/10.1177/1470593120937340en
dc.identifier.doi10.1177/1470593120937340
dc.identifier.issn1470-5931
dc.identifier.otherPURE UUID: ee7b4301-40d4-49be-b085-a7a521eb7c6b
dc.identifier.otherPURE ITEMURL: https://research.aalto.fi/en/publications/ee7b4301-40d4-49be-b085-a7a521eb7c6b
dc.identifier.otherPURE LINK: http://www.scopus.com/inward/record.url?scp=85087653826&partnerID=8YFLogxK
dc.identifier.otherPURE FILEURL: https://research.aalto.fi/files/44095160/1470593120937340.pdf
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/45607
dc.identifier.urnURN:NBN:fi:aalto-202008064566
dc.language.isoenen
dc.publisherSAGE PUBLICATIONS
dc.relation.ispartofseriesMarketing Theoryen
dc.rightsopenAccessen
dc.subject.keywordBelonging
dc.subject.keywordcollective consumption
dc.subject.keyworddesire
dc.subject.keywordKristeva
dc.subject.keywordlack
dc.subject.keywordliminality
dc.subject.keywordmelancholia
dc.subject.keywordpsychoanalysis
dc.title“Something is missing”: Melancholia and belonging in collective consumptionen
dc.typeA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessäfi
dc.type.versionpublishedVersion
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