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Fields And Consumer Groups: The Layered And Overlapping Roles Of Culture, Brandon James Mcalexander

Graduate Theses and Dissertations

The first essay investigates Bourdieu’s conceptualization of fields and its use in the marketing literature. It suggests that fields do not exist in isolation, but rather work together in a number of different possible configurations. Fields are reconceptualized as dominated, overlapped, unrelated, contrasted, and co-constituted, rather than completely distinct and opens a new theoretical space for interpretive researchers in marketing. The second essay is a descriptive ethnography of a local fab lab. The essay describes in rich detail the ways in which new skills are developed in a shared work environment, and contextualizes the findings using practice theory as a …