Jump to ContentJump to Main Navigation
Innovation By DemandAn Interdisciplinary Approach to the Study of Demand and its Role in Innovation$
Users without a subscription are not able to see the full content.

Andrew McMeekin, Mark Tomlinson, Ken Green, and Vivien Walsh

Print publication date: 2002

Print ISBN-13: 9780719062674

Published to Manchester Scholarship Online: July 2012

DOI: 10.7228/manchester/9780719062674.001.0001

Show Summary Details
Page of

PRINTED FROM MANCHESTER SCHOLARSHIP ONLINE (www.manchester.universitypressscholarship.com). (c) Copyright Manchester University Press, 2017. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MSO for personal use (for details see http://www.manchester.universitypressscholarship.com/page/privacy-policy).date: 22 November 2017

Social categorisation and group identification: how African-Americans shape their collective identity through consumption

Social categorisation and group identification: how African-Americans shape their collective identity through consumption

Chapter:
(p.88) 7 Social categorisation and group identification: how African-Americans shape their collective identity through consumption
Source:
Innovation By Demand
Author(s):

Virág Molnár

Michéle Lamont

Publisher:
Manchester University Press
DOI:10.7228/manchester/9780719062674.003.0007

This chapter analyses how African Americans use consumption to express collective identity. It considers ‘group identification’ and ‘social categorisation’ through interviews conducted with black marketing experts who specialise in the African-American market place. The marketing experts are viewed both as individual consumers and as members of an occupational group that is built on increasing the importance of consumption in creating individual social identities. They argue that for African Americans, the formation of collective identity is centred on defining their place in U.S. society, finding ways through consumption behaviour to demonstrate social membership. Furthermore, the concepts of group identification and social categorisation improve our understanding of the meaning of consumption for this group. The role of the marketing specialists is found to have a crucial role in defining what it means to belong in black society in terms of defining the space of black consumption itself and also in shaping the wider public's perceptions of blacks through intermediaries such as the advertising industry. This chapter also discusses consumer discrimination and the racialisation of consumption.

Keywords:   African Americans, consumption, collective identity, group identification, social categorisation, marketing, advertising, social membership, discrimination, racialisation

Manchester Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.