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Personal profile

Research areas

My name is Søren Askegaard, and I was the creator and first Head of Research (2001-2008) for the research unit Consumption Culture and Commerce (CCC), comprising today approximately 20 researchers. The unit has from the beginning been an important global hub for research in consumer culture theory and socio-cultural market studies.

My research has been oriented towards the symbolism and practices pertaining to consumer culture. Always considering consumption as socially embedded practices rather than individual decision-making, the goal of my research has been to critically examine the logics of consumer culture. More specifically, the major part of the research has been oriented towards the globalization and localization processes in consumer culture, the nexus of contemporary food culture and the imaginary of health, and the branding process as a social economy of symbols.

Current research activities are mainly going in two directions. One is derived from the research in health and food culture and addresses the role of users/consumers in the encounters in the health care sector, especially in the light of the introduction of new (AI) technologies. The other stream of research draws on my interests in complexity and non-reductionist approaches in social research. It is an investigation of the biosocial anthropos of consumer culture, drawing on my earlier investigation of the human being as a “homo desirans”, as well as complexity research and biosemiotics.

I am heavily involved in my international research network as a board member of the international Consumer Culture Theory Consortium. As from July 1st 2020 I start a three year terms as its president. I have served as associate editor at the field’s leading Journal, Journal of Consumer Research 2008-2014.

In terms of education, I am the designer, founder (in 2012) and program responsible of the BSc in Market & Management Anthropology. Its focus is on altered business and consumption practices locally and globally for sustainable and inclusive development. In 2001, I co-initiated the European Doctoral School of Consumer Culture Theorizing and I am the organizer of the SDU contribution in the school’s educational portfolio, a biennial seminar “Consumption Theory – a Canon of Classics”

Being trained in sociology, communication and business studies, I have always propagated cross-disciplinarity in research and education. Furthermore, also being a firm believer in the relevance of (basic) research for social reflection and policy-making, I am currently involved in as well SDU’s policy of alignment of activities with of UN’s strategic sustainable development goals and involved in an SDU Lighthouse project on circular economy issues. One initiative that is on my current agenda is the formation of an internationally anchored knowledge dissemination unit (ACCESS – Academy of Consumer Culture Equitability and Sustainability Studies) for insight into consumer culture logics, since these are at the roots of some of the most severe dilemmas in the UN goals, notably climate change prevention, alleviation of poverty, biodiversity etc.

External positions

part time professor, Aalto University

1. Aug 201731. Jul 2019

part time professor, University of Lille

1. Jan 2008 → …

Distinguished Visiting Scholar, Suffolk University

1. Aug 200731. Dec 2007

part time professor, Lund University

1. Jan 199931. Dec 2002

Fulbright Visiting Professor, University of California, Irvine

1. Jan 19951. Jul 1995

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Research Output

Bringing Consumer Culture Theoretics to Policy Debate

Askegaard, S. & Arnould, E., 2020, (Accepted/In press) Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries. Patsiaouras, G., Fitchett, J. & Earley, A. J. (eds.). Leicester, 2 p.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Consumption logistics and the ordering of market systems

Smaniotto, C., Emontspool, J. & Askegaard, S., 12. Aug 2020, In : Marketing Theory.

Research output: Contribution to journalJournal articleResearchpeer-review

Open Access
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  • 2 Downloads (Pure)

    Cultural Corporate Branding: An Encounter of Perspectives

    Askegaard, S. & Møberg Torp, S., 2020, Marketing Management: A Cultural Perspective. Visconti, L. M., Peñaloza, L. & Toulouse, N. (eds.). 2. ed. London: Routledge, p. 199-215

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    Do you care or do I have a choice? Expert authority and consumer autonomy in medicine consumption

    Schneider-Kamp, A. & Askegaard, S., 3. Sep 2020, In : Consumption, Markets & Culture.

    Research output: Contribution to journalJournal articleResearchpeer-review

  • 3 Downloads (Pure)

    Exploring the construction of the consumer subject in the healthcare system: Digitalization of Everyday Home Care: Constructing the Vulnerable Consumer Subject

    Gorge, H., Press, M., Dunnett, S., Hamilton, K., Schneider-Kamp, A. & Askegaard, S., May 2020, (Accepted/In press) Exploring the construction of the consumer subject in the healthcare system. Patsiaouras, G., Fitchett, J. & Early, A. J. (eds.). (Research in Consumer Culture Theory, Vol. 3).

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    Activities

    Teaching and project supervision at doctoral seminar

    Søren Askegaard (Guest lecturer)

    11. Nov 201915. Nov 2019

    Activity: Talks and presentationsGuest lectures, external teaching and course activities at other universities

    Consumer Culture Theory and the Context of Context

    Søren Askegaard (Guest lecturer)

    1. Nov 2019

    Activity: Talks and presentationsGuest lectures, external teaching and course activities at other universities

    Consumption and culture

    Søren Askegaard (Guest lecturer)

    28. Oct 2019

    Activity: Talks and presentationsGuest lectures, external teaching and course activities at other universities

    Nordic Consumer Culture Theory Workshop

    Søren Askegaard (Organizer)

    10. Oct 201911. Oct 2019

    Activity: Attending an eventOrganisation or participation in workshops, courses or seminars

    Workshop on Health, Consumption & Markets

    Søren Askegaard (Participant)

    3. Oct 20194. Oct 2019

    Activity: Attending an eventOrganisation or participation in workshops, courses or seminars

    Projects

    HumanFIT: Human-Friendly IT

    Schneider-Kamp, A. & Askegaard, S.

    01/08/201831/10/2019

    Project: Research

    VIND: VIden af Nyttige Data

    Schneider-Kamp, A. & Askegaard, S.

    01/08/201831/10/2019

    Project: Research

    Erhvervsforskerpris

    Askegaard, S.

    01/11/200931/12/2015

    Project: Research

    Opbygning af branding platform

    Askegaard, S.

    01/03/201101/07/2014

    Project: Research

    Press / Media

    Skjulte skatte i skuffer og skabe

    Søren Askegaard

    04/06/2020

    1 Media contribution

    Press/Media: Press / Media

    Den perfekte julegave giver besvær for forlag

    Søren Askegaard

    02/12/2019

    1 Media contribution

    Press/Media: Press / Media

    Den perfekte julegave giver besvær for forlag

    Søren Askegaard

    02/12/2019

    1 Media contribution

    Press/Media: Press / Media

    Den perfekte julegave giver besvær for forlag

    Søren Askegaard

    02/12/2019

    1 Media contribution

    Press/Media: Press / Media

    Den store burgerkrig er langt fra slut

    Søren Askegaard

    30/11/2019

    1 Media contribution

    Press/Media: Press / Media

    Prizes

    Best Special Session Award, Consumer Culture Theory Conference

    Askegaard, Søren (Recipient), 9. Jul 2016

    Prize: Prizes, scholarships, distinctions

    Teaching & Supervision

    Consumer Behaviour

    Søren Askegaard & Christian Dam

    03/09/201831/01/2019

    Course: Teaching

    Consumer Behaviour

    Søren Askegaard & Christian Dam

    03/09/201831/01/2019

    Course: Teaching

    Perspectives on Development

    Søren Askegaard

    01/02/201730/06/2018

    Course: Teaching

    Marketing and Strategic Communication

    Søren Askegaard

    01/02/201830/06/2018

    Course: Teaching

    Business Anthropology

    Søren Askegaard

    01/02/201530/06/2018

    Course: Teaching