Purpose This paper reflects on the development of Consumer Culture Theory, both as a field of research and as an institutional classification, since the publication of Arnould and Thompson (2005). Methodology/approach This paper takes a conceptual/historical orientation that is based upon the...

Extending knowledge of the cultural shaping and variegating of white identity that occurs through the commercial diffusion of identity myths, we examine the reception of Southern identity myths promoted in the oppositional narratives of New South commercial media. We characterize oppositional...

At both ACR 2004 and EACR 2005, Richard Elliott and Fuat Firat queried the need for CCT, and the thrust of their concerns seemed to be concerns with imposing CCT as a totalizing narrative. The major instigator of this totalizing concern is probably the singularizing semantics of CCT we adopted,...