✦ LIBER ✦

On emotions and salsa: some thoughts on dancing to rethink consumers

✍ Scribed by Paul Hewer; Kathy Hamilton

Publisher: John Wiley and Sons
Year: 2010
Tongue: English
Weight: 122 KB
Volume: 9
Category: Article
ISSN: 1472-0817
DOI: 10.1002/cb.308

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social (cf. Maffesoli, 1996).

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