Jumping over fences of exclusivity exploring group values through myths in the field of equestrian sports
(2014) BUSN39 20141Department of Business Administration
- Abstract
- Thesis purpose:
This thesis studies the subject of exclusivity by examining the narratives of consumers in the subculture of equestrian sports in Sweden. Through socio-cultural analysis of the value of cultural capital, we seek to build an understanding of how myths and stories create an image of exclusivity and influence taste and consumption in the equestrian field.
Methodology:
In-depth interviews with members of the equestrian subculture.
We analyse the myths and stories told by interviewees in an attempt to uncover the beliefs about exclusivity, through what was communicated in interviews, language interpretation, and reading between the lines and exploring common themes.
Theoretical perspective:
This thesis is based upon the... (More) - Thesis purpose:
This thesis studies the subject of exclusivity by examining the narratives of consumers in the subculture of equestrian sports in Sweden. Through socio-cultural analysis of the value of cultural capital, we seek to build an understanding of how myths and stories create an image of exclusivity and influence taste and consumption in the equestrian field.
Methodology:
In-depth interviews with members of the equestrian subculture.
We analyse the myths and stories told by interviewees in an attempt to uncover the beliefs about exclusivity, through what was communicated in interviews, language interpretation, and reading between the lines and exploring common themes.
Theoretical perspective:
This thesis is based upon the marketplace research program of consumer culture theory, with supporting theory from subculture research and an understanding of myth.
Conclusion:
We find that exclusivity is reflected in myths in the equestrian subculture. The deeper one is in the subculture, the more specialised tastes and consumption preferences are displayed. We also find that the stories members tell us reflect the themes found in the story of Pegasus and Bellerophon from Greek mythology. This study contributes to the existing research by adding knowledge of exclusivity in myths in consumer culture. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4456448
- author
- Väisänen, Jenni LU and Persson, Kristina LU
- supervisor
-
- Sofia Ulver LU
- organization
- course
- BUSN39 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Myth, cultural capital, taste, subculture, exclusivity, equestrian
- language
- English
- id
- 4456448
- date added to LUP
- 2014-06-26 11:16:20
- date last changed
- 2014-06-26 11:16:20
@misc{4456448, abstract = {{Thesis purpose: This thesis studies the subject of exclusivity by examining the narratives of consumers in the subculture of equestrian sports in Sweden. Through socio-cultural analysis of the value of cultural capital, we seek to build an understanding of how myths and stories create an image of exclusivity and influence taste and consumption in the equestrian field. Methodology: In-depth interviews with members of the equestrian subculture. We analyse the myths and stories told by interviewees in an attempt to uncover the beliefs about exclusivity, through what was communicated in interviews, language interpretation, and reading between the lines and exploring common themes. Theoretical perspective: This thesis is based upon the marketplace research program of consumer culture theory, with supporting theory from subculture research and an understanding of myth. Conclusion: We find that exclusivity is reflected in myths in the equestrian subculture. The deeper one is in the subculture, the more specialised tastes and consumption preferences are displayed. We also find that the stories members tell us reflect the themes found in the story of Pegasus and Bellerophon from Greek mythology. This study contributes to the existing research by adding knowledge of exclusivity in myths in consumer culture.}}, author = {{Väisänen, Jenni and Persson, Kristina}}, language = {{eng}}, note = {{Student Paper}}, title = {{Jumping over fences of exclusivity exploring group values through myths in the field of equestrian sports}}, year = {{2014}}, }