Gender in motion: dancing salsa and masculine identities

Research output: Contribution to conferencePaper

Abstract

Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social.
Original languageEnglish
Publication statusUnpublished - 2010
Event10th Conference on Gender, Marketing and Consumer Behaviour - Ambleside, UK
Duration: 26 Jun 201029 Jun 2010

Conference

Conference10th Conference on Gender, Marketing and Consumer Behaviour
CityAmbleside, UK
Period26/06/1029/06/10

Fingerprint

Dance
Emotion
Mindset

Keywords

  • salsa
  • marketing
  • dance
  • gender

Cite this

Hamilton, K. L., & Hewer, P. A. (2010). Gender in motion: dancing salsa and masculine identities. Paper presented at 10th Conference on Gender, Marketing and Consumer Behaviour, Ambleside, UK, .
Hamilton, K.L. ; Hewer, P.A. / Gender in motion: dancing salsa and masculine identities. Paper presented at 10th Conference on Gender, Marketing and Consumer Behaviour, Ambleside, UK, .
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author = "K.L. Hamilton and P.A. Hewer",
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Hamilton, KL & Hewer, PA 2010, 'Gender in motion: dancing salsa and masculine identities' Paper presented at 10th Conference on Gender, Marketing and Consumer Behaviour, Ambleside, UK, 26/06/10 - 29/06/10, .

Gender in motion: dancing salsa and masculine identities. / Hamilton, K.L.; Hewer, P.A.

2010. Paper presented at 10th Conference on Gender, Marketing and Consumer Behaviour, Ambleside, UK, .

Research output: Contribution to conferencePaper

TY - CONF

T1 - Gender in motion: dancing salsa and masculine identities

AU - Hamilton, K.L.

AU - Hewer, P.A.

PY - 2010

Y1 - 2010

N2 - Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social.

AB - Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social.

KW - salsa

KW - marketing

KW - dance

KW - gender

UR - http://dx.doi.org/10.1002/cb.308

UR - http://strathprints.strath.ac.uk/15929/

M3 - Paper

ER -

Hamilton KL, Hewer PA. Gender in motion: dancing salsa and masculine identities. 2010. Paper presented at 10th Conference on Gender, Marketing and Consumer Behaviour, Ambleside, UK, .