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- W2040017864 abstract "Drawing upon literary theory, play and consumer resistance literature, we conceptualize consumer parodic resistance – a resistant form of play that critically refunctions dominant consumption discourses and marketplace ideologies. We explore parodic resistance empirically by analyzing Festivus, a parody of Christmas. Festivus is found to be primarily constructed as a playful rejection of the established grand narratives and conventions of Christmas. In contrast to dominant Christmas ideology, Festivus promotes a grand narrative of “meaningful nothingness,” wherein Festivus celebration is presented a viable means of circumventing the oppressiveness of Christmas (i.e. “meaningful”) through erasing the higher goals and conventions if Christmas (i.e. “nothingness”). Our contribution is threefold: (i) we demonstrate the role of parody in consumer resistance; (ii) we outline the subversively playful nature of parodic consumer resistance; and (iii) we empirically demonstrate how parodic holiday celebration unsettles dominant discourses and conventions." @default.
- W2040017864 created "2016-06-24" @default.
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- W2040017864 date "2012-04-10" @default.
- W2040017864 modified "2023-09-25" @default.
- W2040017864 title "Happy Festivus! Parody as playful consumer resistance" @default.
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- W2040017864 doi "https://doi.org/10.1080/10253866.2012.662832" @default.
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