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Consumption as a tool of cultural resistance against patriarchy: the case of first generation Nigerian women living in Britain

Worlu, Omnipreye and Lindridge, Andrew (2010). Consumption as a tool of cultural resistance against patriarchy: the case of first generation Nigerian women living in Britain. In: European Association of Consumer Research Conference, 30 June - 3 July 2010, Egham, UK.

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Abstract

Applying Consumer Culture Theory to acculturation and consumption we argue that first generation Nigerian women, living in Britain, actively use consumption, as a form of cultural resistance, to reassert their power in patriachical households. By interviewing British white and first generation Nigerian husband and wife we show how the latter negotiate cultural differences through consumption. In particular, the Nigerian husband’s needs to replicate a position of power and dominance in the home produces various acts of cultural resistance using consumption by their wives – sometimes explicit and other times implicit.

Item Type: Conference Item
Copyright Holders: 2010 Association of Consumer Research
Academic Unit/Department: Open University Business School
Item ID: 26891
Depositing User: Andrew Lindridge
Date Deposited: 25 Jan 2011 10:41
Last Modified: 23 Oct 2012 23:01
URI: http://oro.open.ac.uk/id/eprint/26891
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