Seduced by 'fakes': Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective
| Autor: | Joel Hietanen, Antti Sihvonen, Jeff B. Murray, Henrikki Tikkanen |
|---|---|
| Přispěvatelé: | Centre for Consumer Society Research |
| Rok vydání: | 2019 |
| Předmět: |
LUXURY BRANDS
Identity (social science) Consumption (sociology) Intellectual property seduction 0502 economics and business Commodity fetishism counterfeit STRATEGY Sociology 512 Business and Management COMMODITY FETISHISM luxury CONSUMER CULTURE Marketing 05 social sciences Perspective (graphical) branding CONSUMPTION Authenticity Consumer Culture Counterfeit Baudrillard Aesthetics PARADOX IDENTITY 050211 marketing OBJECTS 050203 business & management INTELLECTUAL PROPERTY Theme (narrative) |
| Zdroj: | Marketing Theory. 20:23-43 |
| ISSN: | 1741-301X 1470-5931 |
| Popis: | Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the “branded luxury” category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize “ambivalence” and “seduction” as its intensive qualities. |
| Databáze: | OpenAIRE |
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