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Kozinets, R. V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man.

interesting paper. <br>Kozinets, R. V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man. At Burning Man, when people think that they've somehow escaped or eluded the market, they have a great time. They are people who think that the social logics dominated by the market lead to a less expressive, less communal, less fulfilling life. In the absence of the market, life itself turns in art, and a festival. Kozinets says that it's not necessary to escape the market at all to fulfil this hunger for community and even self-expression. There are many other ways that retailers can go about configuring the experience of retailing to satisfy these deeper, human, spiritual needs of consumers that we seem to shy away from as business people, but which I believe will be increasingly urgent as business plays a more therapeutic role in the 21st century social economy. There are lots of other implications: that consumption has become institutionalized as a "good" (and engine of progress no less) and thus invisible and impervious to many kinds of important social critiques.

BenjoviBenson
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Kozinets, R. V. (2002). Can consumers escape the market? Emancipatory illuminations from burning man.

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  1. Can consumers escape the market? Emancipatory illuminations from burning man. Kozinets, R. V. (2002). by Benson Nwaorgu (2016) (PhD-inview) Benson.nwaorgu@ozu.edu.tr

  2. “What happens in Nevada stays in Nevada” Larry Harvey and Jerry James (1985) Burning man Pioneers @ baker Beach. Banned 1990 Black Rock Nevada (1997) Benson.nwaorgu@ozu.edu.tr

  3. The Burning MAN Benson.nwaorgu@ozu.edu.tr

  4. Objective • Relationship Btw Markets and Communities • Relationship Btw Markets and Individual Consumption • Contributes to the understanding of Emancipation • https://www.youtube.com/watch?v=5HSQpFHfR1U&nohtml5=False Benson.nwaorgu@ozu.edu.tr

  5. Methodology • Research on it. Become a participant. • Video tapped, couple of interviews • Sampled > 120 informant • 60% male • Age: 25- 50 Benson.nwaorgu@ozu.edu.tr

  6. ETHNOGRAPHIC THEMES • Burning man is an antidote for cooperate greed (marketing) by albert temporary • Absence of Market place logics that drives acquisition of goods and services • Consumptions is solely provided by self Benson.nwaorgu@ozu.edu.tr

  7. Positioning of Burning man community against the market No vending rule (2000) No spectators, Radical expression, Self reliance, Piss clear, leave no trace *Forbid of any type of selling* Survival guide Crucifix George : Pseudonym, marketing linked with persuation Benson.nwaorgu@ozu.edu.tr

  8. Away from Marketing • Consumers are socially isolated (in a box) and depressed • name as “Consumer” ::: Crucifix George • Burning man : consumption creative, self expressive, genuine and voluntary • Complaints: Yahoos, tourist, weekenders etc.. In-authentic Benson.nwaorgu@ozu.edu.tr

  9. Contrast • Burning man vs Disney land • Burning man Vs Wood stock Promotion: As a cure for this Market malaise NOT FOR PROFIT Benson.nwaorgu@ozu.edu.tr

  10. Can consumer Escape the market? • Altering Social relations with Alternative mode of exchange Communal Barter, Gift giving and receiving(freely), giving varies *Nude photos, free massage, free entertainment • Decommodifyingsacralizing and enhancing community. marketers *free sample snacks* could be a way of advertising Benson.nwaorgu@ozu.edu.tr

  11. Personalizing and Reducing social isolation • Bartering brings people together: • Drinking is FREE A simple Joke may HELP! Benson.nwaorgu@ozu.edu.tr

  12. Competition and Reciprocation in Gift giving • Giving back to community: Participant became a celebrity by giving artistically • Compensation : by Organizer “I made the Art work Just for you” Benson.nwaorgu@ozu.edu.tr

  13. Creating Communities through Changing Exchange Forcibly Ejection from sales! Organizer encouraged interaction to create sense of care, sharing Communality Benson.nwaorgu@ozu.edu.tr

  14. Re-enchanting by Associating Everyday Consumption with ART • Art and self expression is more communal than market system • Art as invitation to self expression and transformation Self expression was communal Benson.nwaorgu@ozu.edu.tr

  15. Art socially constructed as Distanced from Market and corporate Logics • Humor by Robert • Carl cola (interview 1999): Underground communal creative works are more Authentic or interesting than those created in commercial world*profit motive* • Exchange and Sacrifice: Sherry (1996) Ability to disattach yourself from material things Benson.nwaorgu@ozu.edu.tr

  16. Consumer Emancipation • The interconnected No Spectators and Radical self expression rules foster BM emancipatory potential • Be connected with festivals and Consumer Emancipation • Importance of theorizing the concept • Hyper community: dynamic in nature,temporary but have strong ties Benson.nwaorgu@ozu.edu.tr

  17. Conclusion: Can Consumer escape the market? • Not really! Temporary in nature • Utopia : A place one can express his or herself freely • Contributes to the understanding of Emancipation Benson.nwaorgu@ozu.edu.tr

  18. Thank YOU Benson.nwaorgu@ozu.edu.tr

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