The brand-orientated play-community: toxic play in the marketplace

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dc.contributor.advisor Richardson, Brendan en O'Sullivan, Stephen Robert 2014-01-30T17:15:07Z 2015-01-31T05:00:04Z 2013 2013
dc.identifier.citation O'Sullivan, S. R. 2013. The brand-orientated play-community: toxic play in the marketplace. PhD Thesis, University College Cork. en
dc.identifier.endpage 379
dc.description.abstract This ethnographic study makes a number of original contributions to the consumer identity projects and the marketplace cultures dimensions of consumer culture theory research. This study introduces the notion of the brand-orientated play-community, a novel consumption community form, which displays, as locus, a desire to play. This contributes to our understanding of the fluid relationship between subcultures of consumption, consumer tribes, and brand community. It was found that the brand-orientated play-community’s prime celebration, conceptualised as the ‘branded carnival’, displays characteristics of the archetypal carnival. The community access carnivalistic life and a world-upside-down ethos via the use and misuse of marketplace resources. The branded carnival is further supported by the community’s enactment of ‘toxic play’, which entails abnormal alcohol consumption, black market illegal resources, edgework activities, hegemonic masculinity and upsetting the public. This play-community is discussed in terms of a hyper-masculine playpen, as the play enacted has a direct relationship with the enactment of strong masculine roles. It was found that male play-ground members enact the extremes of contrasting masculine roles as a means to subvert the calculated and sedate ‘man-of-action-hero’ synthesis. Carnivals are unisex, and hence, women have begun entering the play-ground. Female members have successfully renegotiated their role within the community, from playthings to players – they have achieved player equality, which within the liminoid zone is more powerful than gender equality. However, while toxic play is essential to the maintenance of collective identity within the culture so too is the more serious form of play: the toxic sport of professional beer pong. The author conceptualises beer pong as a ‘toxic sport’, as it displays the contradictory play foundations of agon and corrupt ilinx: this is understood as a milestone step in the emergence of the postmodern sport era, in which spontaneity and the carnivalesque will dominate. en
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher University College Cork en
dc.rights © 2013, Stephen R. O'Sullivan. en
dc.rights.uri en
dc.subject Marketplace culture en
dc.subject Toxic play en
dc.subject Brand-orientated play-community en
dc.subject.lcsh Social evolution en
dc.subject.lcsh Consumption (Economics)--Social aspects en
dc.subject.lcsh Consumer behavior en
dc.subject.lcsh Culture en
dc.subject.lcsh Play en
dc.title The brand-orientated play-community: toxic play in the marketplace en
dc.type Doctoral thesis en
dc.type.qualificationlevel Doctoral en
dc.type.qualificationname PhD (Commerce) en
dc.internal.availability Full text available en
dc.description.version Accepted Version
dc.description.status Peer reviewed en Management and Marketing en
dc.check.reason This thesis is due for publication or the author is actively seeking to publish this material en
dc.check.opt-out Not applicable en
dc.thesis.opt-out false
dc.check.entireThesis Entire Thesis Restricted
dc.check.embargoformat E-thesis on CORA only en
dc.internal.conferring Autumn Conferring 2013 en

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© 2013, Stephen R. O'Sullivan. Except where otherwise noted, this item's license is described as © 2013, Stephen R. O'Sullivan.
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