Gender in motion: dancing salsa and masculine identities

Research output: Contribution to conferencePaper


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


Conference10th Conference on Gender, Marketing and Consumer Behaviour
CityAmbleside, UK


  • salsa
  • marketing
  • dance
  • gender

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