TY - JOUR
T1 - Unleashing the animal within
T2 - Exploring consumers' zoomorphic identity motives
AU - Healy, M.J.
AU - Beverland, M.B.
PY - 2013/1
Y1 - 2013/1
N2 - Through netnographic inquiry, we explore the practice of zoomorphism by one group of 'anthromorphs' - Furries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. Building on this, we also identify two ways (constructing a fursuit and engaging in ritualised animalistic behaviour) in which Furries reinforce their communal status through authoritative performances that involves 'giving oneself to the animal spirit'. To our knowledge, this study represents the first examination of Furry consumer culture, and contributes to our understanding of human-animal relations through insights for anthropomorphism, zoomorphism, and the extended self. Specifically, we identify that Furries draw on an anthropomorphised animal spirit to heal feelings of disconnection with the postmodern world. In contrast to studies on anthropomorphism, consumers draw on animal spirits to define their internal sense of self and operate more effectively within the world.
AB - Through netnographic inquiry, we explore the practice of zoomorphism by one group of 'anthromorphs' - Furries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. Building on this, we also identify two ways (constructing a fursuit and engaging in ritualised animalistic behaviour) in which Furries reinforce their communal status through authoritative performances that involves 'giving oneself to the animal spirit'. To our knowledge, this study represents the first examination of Furry consumer culture, and contributes to our understanding of human-animal relations through insights for anthropomorphism, zoomorphism, and the extended self. Specifically, we identify that Furries draw on an anthropomorphised animal spirit to heal feelings of disconnection with the postmodern world. In contrast to studies on anthropomorphism, consumers draw on animal spirits to define their internal sense of self and operate more effectively within the world.
UR - http://www.scopus.com/inward/record.url?scp=84875373599&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1080/0267257X.2013.766233
U2 - 10.1080/0267257X.2013.766233
DO - 10.1080/0267257X.2013.766233
M3 - Article
AN - SCOPUS:84875373599
SN - 0267-257X
VL - 29
SP - 225
EP - 248
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 1-2
ER -