Still Fighting the Civil War? Motivations and Consumption Behaviors of Civil War Re-Enactors

Autor: Sandra Mottner, Wendy Wilhelm
Rok vydání: 2014
Předmět:
Zdroj: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319118444
DOI: 10.1007/978-3-319-11845-1_80
Popis: As re-enactors take to Civil War battlefields in increasing numbers with expensive regalia and equipment, and corporate sponsors underwrite portions of a re-enacted battle - one wonders why these men are still fighting a war that was supposedly over 138 years ago. This study explores the motivations and the consumption behaviors of Civil War re-enactors and sheds some light on this unsettling phenomenon. Through exploration of the literature, in-depth filmed interviews and analysis of nationwide survey data, findings reveal the activity is linked to a variety of phenomena ranging from adult play, romantic escapism, alienation from current times and nostalgia for simpler times to genealogical connectivity and historical (re)education or preservation. Interestingly, the vast majority of the participants are not “still fighting the Civil War”. In fact, few differences were found between Confederate and Union re-enactors. The findings suggest that re-enacting is a form of escapism, and that the growth of this hobby signifies an increasing dissatisfaction with present-day reality and a search for more meaning in life marking a strange paradox between conspicuous consumption and a yearning for simpler times.
Databáze: OpenAIRE