Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study

A plethora of evidence suggests that developed societies such as the United Kingdom are becoming increasingly multicultural by the day. Hence, the diversity of consumption in these societies becomes gradually evident in the form of residents’ age, gender, income and ethnicity. Accordingly, this article explores the brand personification and symbolic consumption in respect of London-based Black African teenage consumers. The study is rooted in the interpretive research paradigm with 36 in-depth interviews conducted with the target respondents. The study shows the interactions of personal, social, cultural, psychological and commercial factors in how these young ethnic minority consumers make their consumption decisions, define and manage their various ‘selves’ in the postmodern society. It specifically highlights that they use symbolic consumption to address their need for acceptance in the society. It updates the extant ethnic minority studies and enriches the current understanding about symbolic consumption and brand personification especially with a focus on a specific segment of the society. The managerial implications of the study are highlighted in the article.

A Sociology for Other Animals: Analysis, advocacy, intervention

Sociology has come late to the field of Human Animal Studies (HAS), and such scholarship remains peripheral to the discipline. Early sociological interventions in the field were often informed by a critical perspective, in particular feminism but also Marxism and critical race studies. There have also been less critical routes taken, often using approaches such as actor-network theory and symbolic interactionism. These varied initiatives have made important contributions to the project of animalizing sociology and problematizing its legacies of human-exclusivity. As HAS expands and matures however, different kinds of study and different normative orientations have come increasingly into relations of tension in this eclectic field. This is particularly so when it comes to the ideological and ethical debates on appropriate human relations with other species, and on questions of whether and how scholarship might intervene to alter such relations. However, despite questioning contemporary social forms of human-animal relations and suggesting a need for change, the link between analysis and political strategy is uncertain. This paper maps the field of sociological animal studies through some examples of critical and mainstream approaches and considers their relation to advocacy. While those working in critical sociological traditions may appear to have a more certain political agenda, this article suggests that an analysis of 'how things are' does not always lead to a coherent position on 'what is to be done' in terms of social movement agendas or policy intervention. In addition, concepts deployed in advocacy such as rights, liberation and welfare are problematic when applied beyond the human. Even conceptions less entrenched in the liberal humanist tradition such as embodiment, care and vulnerability are difficult to operationalize. Despite complex and contested claims however, this paper suggests that there might also be possibilities for solidarity.

Staging the Alphabet: Text, Performance and the Feminine

My central concern in this thesis is to develop an artistic language that arises from the use of the Greek and Latin alphabet as well as from Greek and English words. In my native country, Greece, there is a tradition of great symbolic significance attached to letters and numbers. By examining the visual, the semiological as well as the psychological aspects of symbolism, I created artistic works that were based on the use of type and text in contemporary fine arts, through the female subjectivity.