Towards understanding of arts as social mobiliser

Research output: Contribution to conferencePaper

Abstract

We use the case of Paragon – a charity music company in Glasgow – to argue how arts can foster ‘social mobility’ in contemporary society. Social mobility in our study does not follow the traditional definition and use of the term in economic and social class theories. Rather, we use the term in a broader sense to refer to the way different groups of people are empowered to participate in a variety of everyday life situations in the heart of society. Our key objective is therefore to draw the attention of marketing and consumer behaviour researchers to the ‘transformative’ nature of arts in our ever-changing society. Our study can contribute to the extant marketing and consumer behaviour literatures on arts and non-profit sector in two ways: (1) it extends the boundaries of ‘social mobility’ beyond the conventional concepts of economic and class culture and tap on other areas (e.g., disability, ethnicity, age disadvantage) which have been deemed highly critical by transformative marketing and consumer behaviour researchers. (2) Building upon the existing literature on arts consumption, it demonstrates how the changing socio-cultural conditions of society give rise to arts as a social mobiliser.

Conference

ConferenceAcademy of Marketing Conference 2013 - Marketing Relevance
CountryUnited Kingdom
CityCardiff
Period8/07/1311/07/13

Fingerprint

art
consumption behavior
Social Mobility
marketing
class theory
non-profit sector
life situation
social class
everyday life
economics
music
ethnicity
disability
Art
Society
Consumer behaviour
Social mobility
Marketing
Group
literature

Keywords

  • understanding arts
  • social mobiliser
  • charity music company
  • paragon
  • social mobility

Cite this

Jafari, A., Taheri , B., & Hamilton, K. (2013). Towards understanding of arts as social mobiliser. Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.
Jafari, Aliakbar ; Taheri , Babak ; Hamilton, Kathy. / Towards understanding of arts as social mobiliser. Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.6 p.
@conference{239fe288cab54c56b96e24da764a53e7,
title = "Towards understanding of arts as social mobiliser",
abstract = "We use the case of Paragon – a charity music company in Glasgow – to argue how arts can foster ‘social mobility’ in contemporary society. Social mobility in our study does not follow the traditional definition and use of the term in economic and social class theories. Rather, we use the term in a broader sense to refer to the way different groups of people are empowered to participate in a variety of everyday life situations in the heart of society. Our key objective is therefore to draw the attention of marketing and consumer behaviour researchers to the ‘transformative’ nature of arts in our ever-changing society. Our study can contribute to the extant marketing and consumer behaviour literatures on arts and non-profit sector in two ways: (1) it extends the boundaries of ‘social mobility’ beyond the conventional concepts of economic and class culture and tap on other areas (e.g., disability, ethnicity, age disadvantage) which have been deemed highly critical by transformative marketing and consumer behaviour researchers. (2) Building upon the existing literature on arts consumption, it demonstrates how the changing socio-cultural conditions of society give rise to arts as a social mobiliser.",
keywords = "understanding arts, social mobiliser, charity music company , paragon, social mobility",
author = "Aliakbar Jafari and Babak Taheri and Kathy Hamilton",
year = "2013",
month = "7",
day = "11",
language = "English",
note = "Academy of Marketing Conference 2013 - Marketing Relevance ; Conference date: 08-07-2013 Through 11-07-2013",

}

Jafari, A, Taheri , B & Hamilton, K 2013, 'Towards understanding of arts as social mobiliser' Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom, 8/07/13 - 11/07/13, .

Towards understanding of arts as social mobiliser. / Jafari, Aliakbar; Taheri , Babak ; Hamilton, Kathy.

2013. Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Towards understanding of arts as social mobiliser

AU - Jafari, Aliakbar

AU - Taheri , Babak

AU - Hamilton, Kathy

PY - 2013/7/11

Y1 - 2013/7/11

N2 - We use the case of Paragon – a charity music company in Glasgow – to argue how arts can foster ‘social mobility’ in contemporary society. Social mobility in our study does not follow the traditional definition and use of the term in economic and social class theories. Rather, we use the term in a broader sense to refer to the way different groups of people are empowered to participate in a variety of everyday life situations in the heart of society. Our key objective is therefore to draw the attention of marketing and consumer behaviour researchers to the ‘transformative’ nature of arts in our ever-changing society. Our study can contribute to the extant marketing and consumer behaviour literatures on arts and non-profit sector in two ways: (1) it extends the boundaries of ‘social mobility’ beyond the conventional concepts of economic and class culture and tap on other areas (e.g., disability, ethnicity, age disadvantage) which have been deemed highly critical by transformative marketing and consumer behaviour researchers. (2) Building upon the existing literature on arts consumption, it demonstrates how the changing socio-cultural conditions of society give rise to arts as a social mobiliser.

AB - We use the case of Paragon – a charity music company in Glasgow – to argue how arts can foster ‘social mobility’ in contemporary society. Social mobility in our study does not follow the traditional definition and use of the term in economic and social class theories. Rather, we use the term in a broader sense to refer to the way different groups of people are empowered to participate in a variety of everyday life situations in the heart of society. Our key objective is therefore to draw the attention of marketing and consumer behaviour researchers to the ‘transformative’ nature of arts in our ever-changing society. Our study can contribute to the extant marketing and consumer behaviour literatures on arts and non-profit sector in two ways: (1) it extends the boundaries of ‘social mobility’ beyond the conventional concepts of economic and class culture and tap on other areas (e.g., disability, ethnicity, age disadvantage) which have been deemed highly critical by transformative marketing and consumer behaviour researchers. (2) Building upon the existing literature on arts consumption, it demonstrates how the changing socio-cultural conditions of society give rise to arts as a social mobiliser.

KW - understanding arts

KW - social mobiliser

KW - charity music company

KW - paragon

KW - social mobility

UR - http://www.academyofmarketing.org/conference-2013/conference-programme.html

UR - http://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0235_paper.pdf

M3 - Paper

ER -

Jafari A, Taheri B, Hamilton K. Towards understanding of arts as social mobiliser. 2013. Paper presented at Academy of Marketing Conference 2013 - Marketing Relevance, Cardiff, United Kingdom.