Exploring appropriation of global cultural rituals

Julie Tinson, Peter Nuttall

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

Abstract

Adolescents, as a consequence of identification with popular culture, have been described as having homogenous consumption patterns. More recently, however, it has been recognised that ‘glocalisation’ (global practices reworked to fit local contexts) affords an opportunity for differentiation. This paper considers a recent UK phenomenon, namely that of the US high-school prom, and seeks to explore the ways in which this ritual has been adopted or adapted as part of youth culture. The method employed here was mixed methods, and included in-depth interviews with those who attended a prom in the last three years, as well as a questionnaire distributed amongst high-school pupils who were anticipating a high-school prom. The findings illustrate that the high-school prom in the UK is becoming increasingly integrated into the fabric of youth culture, although, depending on the agentic abilities employed by the emerging adults in the sample, there is differing appropriation of this ritual event, particularly in relation to attitudes towards and motivations for attending the prom. A typology of prom attendees is posited. This paper contributes to our understanding of this practice in a local context.
Original languageEnglish
Pages (from-to)1074-1090
Number of pages17
JournalJournal of Marketing Management
Volume26
Issue number11-12
Early online date5 Oct 2010
DOIs
Publication statusPublished - Oct 2010

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