Post-structuralism

Edited book (chapter)


Hourigan, Daniel. 2011. "Post-structuralism." Southerton, Dale (ed.) Encyclopedia of consumer culture. Thousand Oaks, CA. United States. SAGE Publications Ltd. pp. 1132-1137
Chapter Title

Post-structuralism

Book Chapter CategoryEdited book (chapter)
ERA Publisher ID3172
Book TitleEncyclopedia of consumer culture
Authors
AuthorHourigan, Daniel
EditorsSoutherton, Dale
Page Range1132-1137
Number of Pages6
Year2011
PublisherSAGE Publications Ltd
Place of PublicationThousand Oaks, CA. United States
ISBN9780872896017
9780412994248
Digital Object Identifier (DOI)https://doi.org/10.4135/9781412994248.n422
Abstract

As regards the study of consumers and the consumption of everyday culture, post-structuralism signifies a significant departure from the structuralist analyses that it succeeded. Whereas in a structuralist analysis of consumption the patterns of consumption are ascertained through the revelation of some deep structure, in post-structuralist analyses of consumption, emphasis is placed on the minutiae of socially produced meanings, habits, practices, and normative common sense that govern consumption. Indeed, a post-structuralist analysis of consumers will necessarily place emphasis on the position of the consumer as a 'subject' who is endlessly reconstructed by his or her particular historical, social, and cultural environs. For consumption, post-structuralism meant that the consumer, advertiser, marketer, seller, retailer, or producer could no longer be considered in a static, autonomous, and decontextualized way as per structuralism. Post-structuralism is the label given to a loose collective of thinkers and theories that originated in continental Europe.

Keywordsmarketing; consumers; advertising
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
500319. Poststructuralism
350608. Marketing theory
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Byline AffiliationsGriffith University
Institution of OriginUniversity of Southern Queensland
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