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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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.

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Journal Article
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Journal of Consumer Affairs
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19 Aug 2021 10:55
Last Modified:
19 Apr 2022 03:21