Affiliation:
1. University of Southern Denmark, Odense,
2. University of Southern Denmark, Odense
Abstract
In this article we present the emergence of a consumer community resisting a national mythology that milk is a central constituent of a healthy life style. This unfolds in a contemporary consumptionscape in which the consumer body and health is the subject of a number of moralisms and counter moralisms. The case is an example of how commercial and official (moral) definitions of health and collective identity are reinterpreted in the establishment of a counter-mythology. This counter-mythology contests an alleged conspiracy between industry and public health authorities. Dairy producers have expropriated the structural mythological ties between milk and the nurturing aspects of family, a process which is underpinned by medical discourses that point to the connection between health and milk consumption. It explores the formation of a counter consumer mythology as it unfolds in the interaction between self-proclaimed experts and consumer-to-consumer communication. We detect four stages in what we suggest is a recursive, for example, non-linear, process of consumer community formation. Finally, the emergent mythologies and moralism from these processes are discussed.
Subject
Marketing,Economics and Econometrics,Sociology and Political Science,Arts and Humanities (miscellaneous),Social Psychology,Business and International Management
Cited by
38 articles.
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