Paradox, tribalism and the transitional consumption experience : in light of post-postmodernism

Skandalis, Alexandros and Byrom, John and Banister, Emma (2016) Paradox, tribalism and the transitional consumption experience : in light of post-postmodernism. European Journal of Marketing, 50 (7-8). pp. 1308-1325. ISSN 0309-0566

Abstract

Purpose The aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era. Design/methodology/approach The paper draws on netnographic and interview data from the Greek football manager (FM) online gaming community. FM is a simulation strategy game in which players act as “real-life” managers from the screen of their computer. Findings A central paradox and a set of four supporting paradoxes are identified. These paradoxes give rise to a transitional mode of experience, which lies on the borders of reality and fantasy, and is realised both at the individual and the tribal levels. Originality/value This study makes a threefold contribution. First, it advances the understanding of the paradoxical aspects of consumption experiences in light of post-postmodern consumer culture. Second, it shows how these paradoxes are negotiated by consumers between individual and tribal levels. Third, it extends the understanding of the nature of consumption experiences through the development of the concept of the transitional consumption experience.