Exploring Appropriation of Global Cultural Rituals

Citation

Tinson J & Nuttall P (2010) Exploring Appropriation of Global Cultural Rituals. Journal of Marketing Management, 26 (11 & 12), pp. 1074-1090. http://www.informaworld.com/smpp/title~content=t914689377~db=all

Abstract
Adolescents, as a consequence of identification with popular culture, have been described as having homogenous consumption patterns. More recently, however, it has been recognised that ‘glocalisation’ (global practices reworked to fit local contexts) affords an opportunity for differentiation. This paper considers a recent UK phenomenon, namely that of the US high school prom, and seeks to explore the ways in which this ritual has been adopted or adapted as part of youth culture. The method employed here was mixed methods and included in-depth interviews with those who attended a prom in the last three years as well as a questionnaire distributed amongst high school pupils who were anticipating a high school prom. The findings illustrate that the high school prom in the UK is becoming increasingly integrated into the fabric of youth culture although, depending on the agentic abilities employed by the emerging adults in the sample, there is differing appropriation of this ritual event particularly in relation to attitudes towards and motivations for attending the prom. A typology of prom attendees is posited. This paper contributes to our understanding of this practice in a local context.

Keywords
Appropriation; Youth Culture; Rituals; Agency; Glocalisation; Youth Great Britain; Subculture Great Britain; Popular culture

Journal
Journal of Marketing Management: Volume 26, Issue 11 & 12

People

Professor Julie Tinson

Professor of Marketing, Marketing & Retail