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Department of Culture and Learning

Culture and Consumption

The Culture and Consumption (C&C) research group

The Culture and Consumption (C&C) Research Group conducts research in consumer culture and the consumer society focusing on different aspects (conscious and rational, symbolic and expressive, habit and routine-related) of consumption in everyday life as well as in situations of extraordinary consumption (special occasions and holidays). The research group seeks to link their study of individual consumption to overall social, cultural and political changes and to view consumers as actors in global/local markets. Theoretically, the group apply a range of interpretive, narrative, constructivist and post-structuralist approaches. The research is interdisciplinary (sociology, anthropology, marketing and cultural studies) and mainly qualitative.

Research topics

  • Consumption as an aspect of everyday life, including negotiation in the family, children and young people as consumers, consumer habits, lifestyle, fashion, identity constructions and new collective consumption types. The research focuses on consumer practices and negotiation of consumer roles.
  • Consumption of places and experiences in a global/cross-cultural perspective. This includes particular research which breaks with the traditional distinction between ‘home’ and ‘away’, paving the way for new holiday types which may be identity constructing or reflect links between everyday practices and holidays.
  • Citizen-consumers and precarity in credit-based consumer societies. This includes sociological and anthropological research on moral economy, consumer subjects and consumer agency related to the changing role of credit in global consumer- and credit markets and the constitution of precarious consumer groups and their responses.                                                                                                                                       

Cross-cutting and theoretical ambitions

C&C research aims to conceptualize socio-cultural processes related to the development of consumption in globalized contexts. The research also seeks to establish links between marketing studies and social science studies embarking on theories from social sciences.  On the one hand we develop ‘global’ and reflexive methodologies applicable in marketing on the other we view consumption as a vehicle for gaining insights into socio-cultural processes, identities and relations.

Impact ambitions

The research emphasizes societal impact.  At a general level we aim to point out research implications for national/international policy arrangements and institutions, and at a concrete level we emphasize strategic application of research results by relevant actors ( e.g. private enterprises, public institutions, consumer organisations and tourist organisations) 

Contact Culture and Consumption

Research coordinator Laura James  

Kroghstraede 3 - 5.257
9220 Aalborg East

Phone: +45 9940 9191

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