Consuming the American West: Animating Cultural Meaning and Memory at a Stock Show and Rodeo
通过民族志方法研究消费者在牲畜展和牛仔竞技中如何重塑西部文化意义与记忆，涉及竞争、自然主义、自由独立和家庭传统等主题，对理解消费者文化生产有参考价值。
This ethnographic research examines consumers' cultural production at a cattle trade show and rodeo. Consumers recreate western cultural meanings and memories related to competition, naturalism, freedom/independence, and family tradition in their interactions with ranchers, booth exhibitors, animals, and artifacts of western history. Consumers' cultural production processes are documented at four levels: consumer behavior, situational positioning, subcultural interactions, and market interactions. Implications elaborate the significance of consumers' active, yet constrained production processes; the role of cultural meanings as market mediators; and issues in consuming another culture. Copyright 2001 by the University of Chicago.