The (post-human) consumer, the (post-avian) chicken and the (post-object) Eglu : Towards a material-semiotics of anti-consumption

Bettany, Shona M. and Kerrane, Ben (2011) The (post-human) consumer, the (post-avian) chicken and the (post-object) Eglu : Towards a material-semiotics of anti-consumption. European Journal of Marketing, 45 (11-12). pp. 1746-1756. ISSN 0309-0566

Abstract

Purpose The purpose of this paper is to illustrate the potential of material‐semiotic ontology to the field of anti‐consumption research. Design/methodology/approach The paper's approach is multi‐site ethnography, following a consumer object, the Omlet Eglu, to trace a field of study within the practices and processes of urban stock‐keeping. Findings It was found that the Omlet Eglu was produced as an ambivalent actor within the practices of urban stock‐keeping, allowing an analysis of multiple aspects of consumption/anti‐consumption and consumer resistance/domination that challenges those dualisms as organizing constructs. Practical implications The paper adds to knowledge about the complex constructions of the meaning of egg consumption by consumers. This has the potential to inform retailers and farm producers, as well as organizations that provide goods and services to home food producers. Originality/value The paper provides a novel ontological approach to anti‐consumption that addresses current concerns in this field over its underpinning categorizations and over‐reliance upon neo‐liberal models of consumer agency.