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Jumping over fences of exclusivity exploring group values through myths in the field of equestrian sports

Väisänen, Jenni LU and Persson, Kristina LU (2014) BUSN39 20141
Department 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)
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author
Väisänen, Jenni LU and Persson, Kristina LU
supervisor
organization
course
BUSN39 20141
year
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}},
}