Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture. Issue 5 (21st March 2016)

• Record Type: Journal Article
• Authors: Ostergaard, Per; Bode, Matthias
• Is Part Of: Journal of consumer behaviour. Volume 15:Issue 5(2016)
• Page Start: 387
• Page End: 395
• Publication Date: 2016-03-21
• Subjects: Consumer culture theory -- Sociology of knowledge -- Semiotics -- The interpretive turn; Consumer behavior -- Periodicals; Motivation research (Marketing) -- Periodicals; 658.834205
• DOI: 10.1002/cb.1574
• Languages: English
• ISSNs: 1472-0817

Abstract

Abstract: When Consumer Culture Theory (CCT) was introduced by Arnould and Thompson (2005 ) it was part of a strategy to create legitimacy for interpretive research. It was argued that interpretive researchers needed to be more pragmatic in their attitude. This was a fundamental change in the scientific culture in this stream of research. This paper analyses these changes and studies how CCT represents a new and pragmatic attitude. It is shown how the changes intended by CCT can imply a shift from a focus on new groundbreaking research to an awareness of the consequences of realpolitik. This strategic move can be seen as an example of how scientific cultures try to move from a marginal position to the mainstream. The consequences of this attempt to manage science are analysed, and solutions to problems created by these changes are developed. Copyright © 2016 John Wiley & Sons, Ltd.