Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture

Per Østergaard, Matthias Bode

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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.
TidsskriftJournal of Consumer Behaviour
Udgave nummer5
Sider (fra-til)387-395
StatusUdgivet - 2016