The self and its display : the role of local and global symbols in retail consumptionscapes

Abstract

This research study explores the influence of identity display and resolution in a shared consumption landscape, that of retail theatre. The objective is to gain insights into creolisation of consumer culture against a backdrop of increasing globalisation, as consumers' dispositions shift toward acculturation and multiple identities as global citizens. Research into consumer identity and acculturation contributes toward an understanding of the global village in the South African landscape as an emerging and dynamic economy, so as to inform enhanced branding strategies with brand resilience and relevance. In a social constructivist philosophy, a qualitative approach was used to conduct twelve semi-structured interviews at four shopping malls in Johannesburg to explore if consumers are inclined to move toward a homogenous global identity, and how this influences expressions of local cultural identities. The findings bears relevance to the field of marketing, as brand custodians and shopping centres continuously work toward building a psychographic profile of culturally diverse and complex markets. This work relies on the exant literature for Consumer Culture Theory, Acculturation Theory, Postcolonial Theory and Globalisation Theory, attempting to understand its application in an emerging econcomy with recommendations to management from the research findings. Insights are given into the creolised consumers' identity, their role in retail theatre and how their identities shape their experiences at shopping centres as cathedrals of consumption.