Articles

Poverty in consumer culture: towards a transformative social representation

K. HAMILTON, M. G. PIACENTINI, E. BANISTER, A. BARRIOS, C. P. BLOCKER, C. A. COLEMAN, A. EKICI, H. GORGE, M. HUTTON, F. PASSERARD, B. SAATCIOGLU

Journal of Marketing Management

décembre 2014, vol. 30, n°17-18, pp.1833–1857

Départements : Marketing, GREGHEC (CNRS)

Mots clés : poverty, representation, consumer culture, transformative consumer research


In this article, we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment – that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalising representations of poverty into more empowering representations


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