Don’t Mess with My Milk! The Mystery of Spectacular Mundane Consumption
(2016) BUSN39 20161Department of Business Administration
- Abstract
- This study aims to deepen the understanding of mundane consumption by examining
hidden meanings in the case of the Milk Uprising, when sharp decreases in the
availability of Skånemejerier’s milk in Scania, Sweden, in 2009 ignited a major consumer
revolt. We argue that existing literature is inadequate to explain this case where
mundane consumption all of a sudden became spectacular, and that such a case presents
a great opportunity for deeper exploration of the role that everyday consumption has in
people’s lives. We use structuralist sociological theories about the everyday on a set of
empirical material gathered through interviews and netnography, whereas the main tool
that helps us uncover hidden meanings is myths.
Our findings... (More) - This study aims to deepen the understanding of mundane consumption by examining
hidden meanings in the case of the Milk Uprising, when sharp decreases in the
availability of Skånemejerier’s milk in Scania, Sweden, in 2009 ignited a major consumer
revolt. We argue that existing literature is inadequate to explain this case where
mundane consumption all of a sudden became spectacular, and that such a case presents
a great opportunity for deeper exploration of the role that everyday consumption has in
people’s lives. We use structuralist sociological theories about the everyday on a set of
empirical material gathered through interviews and netnography, whereas the main tool
that helps us uncover hidden meanings is myths.
Our findings show that through a number of myths, milk is a mediator of social tensions.
It is closely embedded in the rhythms and structures of the everyday in Scania, and the
disruption of the everyday routine through the removal of Skånemejerier’s milk
conditioned this revolt. Consumers conveyed the meanings of milk through two main
myths: David vs. Goliath and cultural homogenisation. They used the myths to sustain
the sense of local identity and community in an overarching centre-periphery power
struggle. Milk in Scania is a symbol of self-determination, the way of life and the local
identity, which explains why this mundane consumption item was able to ignite a
revolution. We conclude that mundane consumption encompasses more than what has
been suggested to date and merits substantial further attention in consumer culture
theory, behavioural decision theory and branding literature. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8878691
- author
- Humal, Katrin LU and Schönström, Julia LU
- supervisor
- organization
- course
- BUSN39 20161
- year
- 2016
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- mundane consumption, everyday consumption, local identity, centre-periphery, milk
- language
- English
- id
- 8878691
- date added to LUP
- 2016-06-21 14:15:55
- date last changed
- 2016-06-21 14:15:55
@misc{8878691, abstract = {{This study aims to deepen the understanding of mundane consumption by examining hidden meanings in the case of the Milk Uprising, when sharp decreases in the availability of Skånemejerier’s milk in Scania, Sweden, in 2009 ignited a major consumer revolt. We argue that existing literature is inadequate to explain this case where mundane consumption all of a sudden became spectacular, and that such a case presents a great opportunity for deeper exploration of the role that everyday consumption has in people’s lives. We use structuralist sociological theories about the everyday on a set of empirical material gathered through interviews and netnography, whereas the main tool that helps us uncover hidden meanings is myths. Our findings show that through a number of myths, milk is a mediator of social tensions. It is closely embedded in the rhythms and structures of the everyday in Scania, and the disruption of the everyday routine through the removal of Skånemejerier’s milk conditioned this revolt. Consumers conveyed the meanings of milk through two main myths: David vs. Goliath and cultural homogenisation. They used the myths to sustain the sense of local identity and community in an overarching centre-periphery power struggle. Milk in Scania is a symbol of self-determination, the way of life and the local identity, which explains why this mundane consumption item was able to ignite a revolution. We conclude that mundane consumption encompasses more than what has been suggested to date and merits substantial further attention in consumer culture theory, behavioural decision theory and branding literature.}}, author = {{Humal, Katrin and Schönström, Julia}}, language = {{eng}}, note = {{Student Paper}}, title = {{Don’t Mess with My Milk! The Mystery of Spectacular Mundane Consumption}}, year = {{2016}}, }