Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption

While postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesised with ethnic minority groups. Hence, this paper, which is rooted in an interpretive research paradigm, explores the symbolic consumption of Black African women in the UK with specific reference to celebrity culture. Although the study shows some purchase decisions based on products’ functionality, generally, it shows the robust interplay of personal, cultural, social and commercial factors in the symbolic consumption of these women. This is shown to be linked to the prevalent celebrity culture in the society. They consume to enhance their self-esteem and keep up with the societal trend in the host environment. Hence, the notion of acculturation features prominently in their consumption. The paper extends the discourse on the extant ethnic minority studies and augments the current knowledge about symbolic consumption especially with reference to Black African women.

Gbadamosi, A., Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption, International Journal of Market Research 62 (5) pp. 561-577. Copyright © 2019 SAGE Publications. DOI: 10.1177/1470785319868363.