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.

Double-trouble: Negotiating Gender and Sexuality in Post-colonial Women’s Rugby in Fiji

Although women’s exclusion in sport has attracted significant attention in the western context, similar issues in relation to post-colonial societies have remained in the margins of the sociology of sport. By analysing primary, interview-based evidence, in this article we explore the challenges female rugby players face regarding gender and sexuality in Fiji; a male dominated post-colonial society. In particular, we focus on participants’ resistance to dominant cultural practices and ways in which they (re)negotiate gender norms and sexuality in a double-bind struggle against both traditional and sporting male hegemonies. We argue that the case of Fijian women rugby players illustrates an interplay between a multiplicity of power relations in sport in a post-colonial society and the resilience with which the athletes negotiate and respond to them, as well as the dynamic nature and the transformative potential of their everyday practices.

Adolescent sexuality : an investigation into the relation between sexuality and self-concept /

The present study explored the connections among adolescents' sense of self, sexuality, and perceptions of risk. Such an exploration may help educators to further understand why adolescents engage in risk-taking behaviours such as unprotected sex. The study involved secondary analysis on the data collected from the Youth Lifestyle Choices - Community University Research Alliance 2000 (YLC - CURA) Youth Resilience Questionnaire (YRQ). Participants were 300 male and female students in Grades 9, 1 1 and OAC. Data analyses involved both descriptive and inferential statistics (correlational and multivariate analysis). Chi-square analyses were performed on the open-ended self-description question. Separate analyses were conducted on gender and age (grade levels). Correlational analyses revealed that adolescents with a more positive sense of self were more likely to perceive sexual involvement as a relatively high-risk behaviour. Specifically, results found that male adolescents were less likely than females to perceive sex to be risky. Results are discussed in relation to previous research in the area of selfcognitions and risk-taking sexual behaviour. Results are also discussed in terms of educational implications in that the current results may provide the beginnings of a framework for more holistic sexual education programs.

Risk-taking behaviours in adolescent boys and girls : sexuality and dietary health

This study examined adolescents' reported sexual and dietary health-risk behaviours and perceptions. Specifically, this study analyzed the data of 600 students (300 male~ 300 female) in grades 9, I 1, and OAC (mean, standard deviation). The mean age of the students in the sample is 16 with a standard deviation of 1.6. The study was a secondary analysis ofthe first-year data of a 3-year longitudinal study conducted by Youth Lifestyle Choices-Community University Research Alliance (YLC-CURA) on adolescents. To explore sexuality and dietary health, this study purposefully selected sections of the survey that represented sex and dieting behaviours of adolescents. Separate gender and age data analyses revealed different patterns among the variables. Specifically., findings revealed that adolescents who engaged in recent sexual activities were more likely to have a relatively more positive body image perception and were relatively more likely to engage in disordered eating. Across both genders and 3 age levels, adolescents reported that despite their unhealthy dietary habits they felt that dieting was not a high-risk behaviour. Results were discussed in terms of educational implication for sexual health programs.

Deconstructing a discourse : broadening understandings of teenage girls' "resistance"

Popular culture has a strong influence on youth, and the creation of meanings associated with youth. Representations within popular culture, specifically film, branch beyond entertainment and become discourses that construct how we perceive our world. Youth resistance is commonly represented in films geared towards the teenage gene{ation. Yet, the discourse of resistance has positioned females as non-resistors. This thesis addresses representations of teenage girl resistance within popular culture due to the strong influence film has on teenage girls today. This thesis will specificaIJy examine three films directed at North American teenage girls: Thirteen, Ghost World and The Sisterhood of the Travelling Pants. Through a feminist poststructurallens utilizing discourse analysis, this thesis will examine teenage girl resistance as it is represented in the aforementioned films. This thesis repositions teenage girl resistance as a multi-dimensional concept, allowing for resistance to branch beyond the traditional meaning associated with it.

Provocative Innocence: Deconstructing Youth Sexuality through a Patriarchal & Immanent Framework

The purpose of this exploratory study is to deconstruct dominant discourses of youth’s sexuality through the exploration of a cultural text. Patriarchal and immanent frameworks form the theoretical basis for a deconstructive textual analysis and systematic mise en scène analysis of the chosen text, the film, Thirteen (Hardwicke, 2003). I intend to explore the portrayal of youth sexuality by deconstructing discourses of sexuality that are simultaneously reflected and interrogated in the above mentioned media text. I have chosen this approach in order to deconstruct socially constructed ways of knowing and experiencing sexuality in order to uncover a multitude of possibilities for sexuality. In other words, this project will use deconstruction in order to reconceptualize sexuality.