Projects per year
Design/methodology/approach: Insights are drawn from a three-year assemblage-oriented ethnographic study of a salsa-dancing tribe, specifically their ephemeral gatherings across multiple sites without hierarchical organization. Methods include observations as a consumer–participant, producer–participant and in-depth interviewing.
Findings: Introduces a framework documenting how tribes disperse temporarily and reconstitute via a dual process of ascription and distribution. Tribes reconstitute when consumers reproduce an assemblage that effectively overcomes a meshwork of practical challenges. Consumers ascribe to the standards of the tribe while, alternatively, tribes distribute the assemblage beyond the immediate group.
Research limitations/implications: Conceptualizes the socio-technical dynamics that tribes mobilize to disassemble and reassemble through ephemeral gatherings. Proposes a framework on hybrid interdependencies, including not only participants but also techniques, devices and sites.
Practical implications: While previous research shows that tribes can collapse, the authors propose that marketers can intervene to foster long-term resilience. As tribes disperse, consumer and marketing efforts operate at different temporal sequences to enable tribal reconstitutions.
Originality/value: Contributes to the literature on consumer tribes by theorizing ephemerality per ascription and distribution mechanisms.
- 512 Business and Management
- consumer culture
- assemblage theory
- market practices
- consumer tribes
- assemblage thinking
- tribal marketing
FingerprintDive into the research topics of 'Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes'. Together they form a unique fingerprint.
- 1 Oral presentation
Collective value creation within a Community of Practice: An ethnography with a community of salsa dancers
Carlos Diaz Ruiz (Speaker), Lisa Penaloza (Speaker) & Jonas Holmqvist (Speaker)12.2014
Activity: Talk or presentation › Oral presentation