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Consuming the American West: Animating Cultural Meaning and Memory at a Stock Show and Rodeo

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  • Penaloza, Lisa

Abstract

This ethnographic research examines consumers' cultural production at a cattle trade show and rodeo. Consumers recreate western cultural meanings and memories related to competition, naturalism, freedom/independence, and family tradition in their interactions with ranchers, booth exhibitors, animals, and artifacts of western history. Consumers' cultural production processes are documented at four levels: consumer behavior, situational positioning, subcultural interactions, and market interactions. Implications elaborate the significance of consumers' active, yet constrained production processes; the role of cultural meanings as market mediators; and issues in consuming another culture. Copyright 2001 by the University of Chicago.

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  • Penaloza, Lisa, 2001. "Consuming the American West: Animating Cultural Meaning and Memory at a Stock Show and Rodeo," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 369-398, December.
    • Handle: RePEc:oup:jconrs:v:28:y:2001:i:3:p:369-98
    DOI: 10.1086/323728
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    Cited by:

    1. Keaveney, Susan M., 2008. "Equines and their human companions," Journal of Business Research, Elsevier, vol. 61(5), pages 444-454, May.
    2. Avraham, Eli & Daugherty, Daniel, 2012. "“Step into the Real Texas”: Associating and claiming state narrative in advertising and tourism brochures," Tourism Management, Elsevier, vol. 33(6), pages 1385-1397.
    3. Goulding, Christina & Saren, Michael, 2016. "Transformation, transcendence, and temporality in theatrical consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 216-223.

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