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- Title
The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference.
- Authors
Kjeldgaard, Dannie; Askegaard, Søren
- Abstract
In this article we present an analysis of global youth cultural consumption based on a multisited empirical study of young consumers in Denmark and Greenland. We treat youth culture as a market ideology by tracing the emergence of youth culture in relation to marketing and how the ideology has glocalized. This transnational market ideology is manifested in the glocalization of three structures of common difference that organize our data: identity, center periphery, and reference to youth cultural consumption styles. Our study goes beyond accounts of global homogenization and local appropriation by showing the glocal structural commonalities in diverse manifestations of youth culture.
- Subjects
DENMARK; GREENLAND; YOUTH culture; TEENAGE consumers; CONSUMPTION (Economics); GLOBALIZATION; MARKETING strategy; GLOCALIZATION; CULTURAL awareness; IDEOLOGY; MARKETING; BUSINESS to consumer transactions
- Publication
Journal of Consumer Research, 2006, Vol 33, Issue 2, p231
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/506304