Performing the high-school prom in the UK: locating authenticity through practice

Julie Tinson, Peter Nuttall

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

Abstract

The purpose of this study was threefold: to develop an understanding of the appropriation of the US high-school prom in the UK and, more importantly, to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual; and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18–20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the high-school prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK, businesses should be aware of adolescents' desire for ownership of this event and should tailor their marketing accordingly.
Original languageEnglish
Pages (from-to)1007-1026
Number of pages20
JournalJournal of Marketing Management
Volume27
Issue number9-10
Early online date18 Apr 2011
DOIs
Publication statusPublished - Aug 2011

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