Why art matters:Artistic consumer-entrepreneurship in subsistence marketplaces

Chakrabarti, Ronika (2021) Why art matters:Artistic consumer-entrepreneurship in subsistence marketplaces. Journal of Consumer Affairs, 55 (1). pp. 134-150. ISSN 0022-0078

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Abstract

This reflective essay explores the role art can play in subsistence marketplaces, focusing particularly on its role in consumer-entrepreneurship. Using informal field engagement in Mexico, Tanzania, and Native American tribes, in dialogue with the literature, it poses three questions as the basis for a research agenda: How can consumer-entrepreneurs preserve art and heritage to sustain socioeconomic value? What transformative role does art play in subsistence marketplaces for the consumers and entrepreneurs involved? How can indigenous consumers and entrepreneurs protect their cultural identity and sovereignty through art? Directions for future research include the need to better understand the role of assemblages and intermediaries for artisan consumer-entrepreneurs, an issue with evident policy implications. As indigenous and near-indigenous societies seek identity, meaning, and cohesion in a turbulent world, art can preserve, transform, and assert.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Consumer Affairs
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/3300/3312
Subjects:
ID Code:
158592
Deposited By:
Deposited On:
19 Aug 2021 10:55
Refereed?:
Yes
Published?:
Published
Last Modified:
29 Sep 2021 08:50