This presentation revits consumer acculturation research through a poetic lens inspired by Édouard Glissant’s Poetics of Relation. Analyzing the Windrush generation in the UK, it reveals how migrants use consumption to poetize relations to Otherness and displacement, offering an alternative to dominant host-centered frameworks in consumer culture theory.
This paper was part of a special session: Representing Otherness.
Session Abstract
Through the perspectives of consumers, market discourses and marketers, we discuss the representation of Otherness in the marketplace. The general goal of the session is to critically reflect on the ethical and social implications of Otherness in consumer research, urging us to reimagine a marketplace that values equity, diversity, and dignity.