Browsing by Subject "Everyday Life"
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Item Open Access Consumers and their brands : acting out personal mythologies in a 'global' brand community(Bilkent University, 2006) Yenicioğlu, M. BaskınBrand communities have been theorized to be a crucial source for marketers to build long-term customer centered brand loyalty and a place where consumers can experience the long lost traditional community. Despite this significance consumer research is yet to study the global and the mundane aspects of the brand community concept. This research aims to fill that gap through a qualitative ethnographic study of Harley Davidson brand community in Turkey. The data is presented on two interconnected levels. Through the lived level analysis I challenge the extant literature by portraying brand community as a very heterogeneous formation where traditional community structures only formed through the everyday experiences of consumers with each other. I introduce the personal mythologies metaphor as a way in which consumers form strong emotional attachments with brands within their mundane realities. Finally, I show that brand communities travel internationally as structured set of relationships only on a believed level as a supposition in consumers’ minds. I also discuss the theoretical implications of these findings for consumer culture theory research.Item Open Access Vısual language of Kawaii: Aestheticization of everyday life(Bilkent University, 2015) Soysal, Ilgın SideThe notion of “Cute” has been studied as a global aesthetic form in consumer and popular culture. Aside from being a dominant aesthetic of mass culture, the cute also became a form of expression with increasing virtual and visual communication. Oscillating between physical world of commodity culture and virtual media culture; cute’s visual, cultural and economic meanings are expanded. The specific form of cute (and inevitably weird) culture has paved its way to the top of the world economy: Japanese Kawaii Culture. The proliferation of Kawaii aesthetic brought about revelations in art, fashion, and design even in the everyday life practices. Obsession with Kawaii culture opens the door to new distorted visualities that create paradoxes between mundane reality of everyday life and surreal fantasy life. The focus of this paper is the exploration of the Japanese cute (and the weird) aesthetics impact and its conceptual methodology in the popular visual culture and the contemporary art scene. As a visual way of distorting everyday life, glitch aesthetics are experimented and used by mostly video artists. In the complementary art work; experimental glitch and multilayered video effects are used for the artistic expression and exploration of ‘distorting everyday life’ regarding Japanese cute’s conceptual methodology; intensification, hybrid visualization and complicated imagery.