Research

Affiliations

Researcher at the research project Connoisseurship, Snobbery, and Cultivation at Lund University.

Affiliated researcher at the Centre of Retail Research at Lund University.

Publications

Ulver, S., & M. Klasson. (2018). ”Social Magic for Dinner?: The Taste Script and Shaping of Foodieness in Netflix’s Chef’s Table” in Taste, Consumption and Markets, Arsel, Z. & Bean, J. (eds.), New York: Routledge.

Klasson, M. (2017). ”Brand Culture: In Search of Identity” in Brand Theories: Perspectives on Brands and Branding, Bertilsson, J. & Tarnovskaya, V. (eds.), Lund: Studentlitteratur

Klasson, M. & S. Ulver. (2017). ”Masculinising Domesticity” in Gendering Theory in Marketing and Consumer Research, Arsel, Z., Eräranta, K. & Moisander, J. (eds.) UK: Routledge

Klasson, M. (2016). Disconnections. Consumer Culture Poetry, London, UK: CCTC.

Klasson, M., & Ulver, S. (2015). Masculinising domesticity: An investigation of men’s domestic foodwork. Journal of Marketing Management, Vol 31(15-16), 1652-1675.

Ulver, S., Bertilsson, J., Klasson, M., Egan-Wyer, C., & Johansson, U. (2013). Emerging Market (Sub)Systems and Consumption Field Refinement. in NA – Advances in Consumer Research Vol. 41, eds. Simona Botti & Aparna Labroo, Duluth, MN: Association for Consumer Research.

Conference Articles (Peer Reviewed)

“The Taste Script of Foodieness in the revival of Swedish Urban Life through Street Food”

Competitive paper by Klasson, M. at the 2022 Tore Wretman Symposium in Stockholm.

“Food on Wheels: Towards a Market-political apporach”

Competitive paper by Klasson, M. at the 2022 and the 11th EIASM Interpretative Consumer Research in Liverpool.

“The heterogenic nature of consumer subjectivity: Converging and delineating the self and individuality through the impersonal”

Working paper by Klasson, M., Tilotson, J., & Lucarelli, A. at the 2016 Consumer Culture Theory Conference in Lille, France. The conference is organized by Université de Lille and Skema Business School and held July 6-10, 2016.

“How Actors Change institutions: Institutional Entrepreneurship in the emergence of a market”

Working paper by Klasson, M. at Association for Consumer Research North American Conference, New Orleans, LA, 1-4 Oct 2015.

“THE CO-PRODUCTION OF FOOD IN THE NORDICS: THE STREET FOOD REVOLUTION”

Competitive paper by Klasson, M. at the 33rd Nordic Ethnology and Folklore Conference in Copenhagen, Denmark. The conference is organized by Copenhagen University and held August 18-21, 2015.

“LET’S COOK TOGETHER: HOMOSOCIALITY AND THE MAINTENANCE OF HEGEMONIC MASCULINITY”

Working paper by Klasson, M. & Ulver, S. at the 2015 Consumer Culture Theory Conference in Fayetteville, Arkansas. The conference is organized by University of Arkansas and held June 18-21, 2015.

“The Nordic Street Food Evolution: One Food Truck at a Time”

Working paper by Klasson, M. at Association for Consumer Research North American Conference, Baltimore, MD, 23-26 Oct 2014.

“Nerdery, Snobbery and Connoisseurship: Developing conceptual clarity within the area of refined consumption”

Competitive paper by Bertilsson, J., Egan-Wyer, C., Johansson, U., Klasson, M., & Ulver, S. at Consumer Culture Theory Conference, Helsinki, 26-29 Jun 2014.

“What’s cooking? The different practices and meanings involved in the same consumption situation.”

Special Session by Östberg, J., Ulver, S., Molander, S., and Klasson, M. at Consumer Culture Theory Conference, Helsinki, 26-29 Jun 2014.

“Cooking men: The Gastrosexual practice of doing gender” by Sofia Ulver and Marcus Klasson, Lund University.
“Cooking love: Mothering as a practice” by Susanna Molander, Stockholm University.
“Cooking to survive: Health practices in everyday cooking” by Jacob Östberg, Stockholm University.

“Emerging Market (Sub)Systems and Consumption Field Refinement”

Competitive paper by Ulver, S., Bertilsson, J., Klasson, M., Egan-Wyer, C., & Johansson, U. at Association for Consumer Research North American Conference, Chicago, Illinios, 3-6 Oct 2013.

Blog articles

Klasson, M., & Egan-Wyer, C (2014). Why Use Video in Academic Work? Lund Business Review.

Klasson, M., & Gill, D. (2013). Fake Viral Campaigns: A Dangerous Games for Brands. Lund Business Review.

Awards

2015 Award from Stiftelsen för främjande av ekonomisk forskning vid Lunds Universitet for the paper ‘Let’s Cook Together: Homosociality and the Maintenance of Hegemonic Masculinity’ – presented at the 10th Consumer Culture Theory Conference in Fayetteville.

2014 Evers & CO Award: Grant awarded for the presentation ‘The Nordic Street Food Evolution’ at the University of Southern Denmark.

2014 Association for Consumer Research Award: Competitive grant awarded to support the organizers of the Nordic CCT PhD Workhops.

2014 Award from Stiftelsen för främjande av ekonomisk forskning vid Lunds Universitet for the paper ‘Nerdery, Snobbery and Connoisseurship: Developing conceptual clarity within the area of refined consumption’ – presented at the 9th Consumer Culture Theory Conference in Helsinki.

2013 Award from Stiftelsen för främjande av ekonomisk forskning vid Lunds Universitet for the paper ‘Emerging Market (Sub)Systems and Consumption Field Refinement’ – published in Advances in Consumer Research 41.

Academic Service

Conference Organizer, Consumer Culture Theory Conference Summer 2023

Organizing the international three-day conference ‘CCTC 2023’ at Lund University.

Conference Organizer, Nordic CCT Colloquium Fall 2015

Organized the three-day workshop ‘Nordic Consumer Culture Theory’ at Lund University. 23 participants with University affiliations within the Nordic region.

Workshop Organizer, Nordic Juniors Fall 2015

Organized the two-day workshop ‘Nordic Consumer Culture Theory PhD’ at Lund University. 12 participants with University affiliations within the Nordic region.

Program organizer, Nordic CCT PhD Workshops

Member of the organizing team to the Nordic CCT PhD Workhops 2013-2017.

Audience editor, Centre for Retail Research

Audience Editor for the inauguration of the Centre for Retail Research at Lund University, 3 Mar 2014.

Conference organizer, Nordic Retail and Wholesale Conference

Member of the organizing team to the 3rd Nordic Retail and Wholesale conference (NRWC) 2012 at Lund University.

Talks

SÅ KAN SURDEGSPAPPAN RÄDDA DITT VARUMÄRKE: KULTURSKAPANDE KOMMUNIKATION I EN DIGITAL TIDSÅLDER

Föredrag på Ideons forskarfrukost. Jag konstaterade att traditionell marknadsföring alltmer får ge vika för kulturskapande kommunikation. Moderna varumärken blir relevanta i en digital tidsålder bara om de agerar kulturbärare och förstår hur konsumenter konstruerar sin identitet genom varumärkens symboliska mening. Den nya statussymbolen i vårt samhälle efter mode och musik är mat, som på 20 år blivit betydligt mer komplicerat och sofistikerat. Nyfikenheten är stor på råvaror, hur mat tillagats och av vem. I föredraget analyserade jag ett antal mat och populärkulturella trender och knöt dem till hur marknadsförare kan kommunicera kulturskapande kommunikation.

DEN NYSVENSKA GATUMATSKULTUREN: HUR FULMATEN BLEV FIN

Högkvalitativ gatumat är en allt viktigare del av den nordiska matkulturen. Marcus Klasson, konsumentforskare vid Lunds universitet, berättade om den svenska gatumatens utveckling under 1900-talet och visar att streetfood handlar om mer än bara bra mat. Det handlar om Sverige som matnation. Det handlar om svensken som världsmedborgare. Det handlar om frihet. Det handlar om sänkta trösklar, fler jobb och integration.

MA(T)SKULINITET PÅ KUNSKAPSKLUBBEN

“Ma(t)skulinitet” på Kunskapsklubben 4-6 augusti 2016. Jag höll föredraget “Ma(t)skulinitet.” Ett föredrag där jag tittar närmare på hur matlagning blivit en framgångssymbol för män. Andra medverkande var bland annat Dick Harrisson, professor i historia vid Lunds Universitet.

MA(T)SKULINITET PÅ ALMEDALSVECKAN

“Ma(t)skulinitet” på Almedalsveckan 2016. Tillsammans med 5 andra forskare bjuder vi publiken på aktuell, samhällsnyttig forskning inom helt olika ämnen. Själv kommer jag tala om män som lagar mat i hemmet och maskulinitetskonstruktioner. Platsen är Öresundshuset, Donners huset, och tiden tisdagen den 5e juli kl. 17.15-18.45.

FOOD TRUCKS AND NORDIC STREET FOOD AT MAT OCH MATVÄGAR ÖVER ÖRESUND

Presenting the research project “Regulating Liquid Retail: The Case of Nordic Street Food” at the one-day seminar Mat och Matvägar över Öresund in Lund. The seminar is organized by Centrum för Öresundsstudier and Lund University Food Studies and held December 1st, 2015.

FROM CONSUMERS TO ENTREPRENEURS IN THE STREET FOOD SCENE IN NEW ORLEANS, LOUISIANA

Presenting the working paper “How actors change institutions: Institutional entrepreneurship in the emergence of a market” at Association for Consumer Research North American Conference in New Orleans, LA, Oct 1-4, 2015.

NORDIC STREET FOOD CULTURE AT 33. NORDIC ETHNOLOGY AND FOLKLORE CONFERENCE IN COPENHAGEN, DENMARK

Presenting the competitive paper “The co-production of food in the Nordics: The Street food Revolution”. The conference is organized by Copenhagen University and held August 18-21, 2015.

MALE BONDING IN THE KITCHEN AT CCT15 IN FAYETTEVILLE, AR

Presenting the working paper “Let’s cook together: Homosociality and the Maintenance of Hegemonic Masculinity” at the 2015 Consumer Culture Theory Conference in Fayetteville, Arkansas. The conference is organized by University of Arkansas and held June 18-21, 2015.

The paper is co-authored with Associate Professor Sofia Ulver, Lund University.

STREETFOOD CULTURE IN GOTHENBURG

Speaking at The Museum of Gothenburg Seminar Series, Wednesday 27th of May, 17.00. The session is entitled “Streetfood culture in Gothenburg”. Food trucks has, in similarity with other Nordic cities, established themselves in the city street scene. But why did street food become trendy? And how does street food in the public space relate with urban development in general?

Come and listen at Norra Hamngatan 12, Göteborgs Stadsmuseum.

Föreläser och medverkar i en paneldebatt vid Göteborgs Stadsmuseums seminarieserie “Mellanrum”. Seminariet har titeln “Streetfoodkulturen i Göteborg”. Sedan sommaren 2014 är mobila matvagnar ett vanligt inslag i Göteborg, liksom i de andra nordiska storstäderna. Men till vem riktar sig den trendiga maten? Och hur hänger matservering på offentlig plats ihop med stadsutvecklingen i övrigt?

När: Onsdag 27e Maj Tid: 17.00 Plats: Göteborgs Stadsmuseum, Norra Hamngatan 12

Mer info: http://goteborgsstadsmuseum.se/program/streetfoodkulturen-i-goteborg

SCIENCE SLAM AT THE SKÅNE FOOD FESTIVAL

Skåne Food Innovation Network and Lund University Food Studies are arranging ‘Science Slam’ at the Skåne Food Festival. I will speak about a recent study of Sweden – The New Culinary Nation (Matlandet Sverige) initiative from a consumer culture perspective. More specifically the role of media and governmental policies in the attempt of creating a new Nordic cuisine.

So what is Skåne Food Festival? The Skåne Food Festival brings together small and big food producers who want to promote craftsmanship and the industry together. The aim is to create a regional meeting place where commercial interests and private individuals who are interested in food can meet annually and carry Skåne’s gastronomy forwards.

When: Friday May 22nd
Time: 13.00-14.30
Place: Morgondagens möjlighet (area at the festival)

More info:
http://skanesmatfestival.se/
https://www.facebook.com/skanesmatfestival

TALK ON MEN’S COOKING AT THE UNIVERSITY OF SOUTHERN DENMARK

Presenting the working paper “The (re)structuring of hegemonic masculinities: An investigation of men’s domestic cooking” at the University of Southern Denmark, Odense, 9 Dec 2014.

CULTIVATING PRACTICES AND EVERYDAY CONSUMPTION

Presenting the research project “Connoiseurship, Snobbery and Engagement: The Cultivation Trend’s Colonization of Mundane Consumption” at the centre for retail research, Lund University, 8 Dec 2014. The research group addresses the dynamic relationships between consumer actions, the marketplace, and cultural meanings in relation to contemporary consumer movements. Consumers in Western culture have increasingly turned from high cultural to low cultural consumption categories to cultivate themselves. Traditionally low cultural products, such as bread and salt, engender important notions of status in contemporary society. In an attempt to understand this development – largely focused around middle-class consumers – we address nerds of all sort, investigate foodies, people obsessed about triathlons, and individuals working in food trucks as well as looking into specific product categories such as coffee. Project members Sofia Ulver Marcus Klasson Jon Bertilsson Carys Egan-Wyer Ulf Johansson All from Lund University.

SPEAKING ABOUT NORDIC STREET FOOD AT ACR14 IN BALTIMORE, MD

The working paper “The Nordic Street Food Evolution: One Food Truck at a Time” was presented at the Association for Consumer Research Conference in Baltimore, MD, 23-26 Oct 2014.

Abstract
How do markets change? An increasing amount of contemporary scholars has used the “market” as the unit of analysis. However, we need further empirical endeavours investigating who actually are initiating the dynamics and pushing the evolution of marketplace cultures. I attempt to add insights to contemporary market formation theory by investigating the new Nordic Street Food Movement. Initial findings from a 2-year ethnography in the Nordic street food movement suggest that marketplace cultures evolve incrementally in a co-produced coalition with consumers, entrepreneurs, media and policy makers.

TALK ON NERDS, SNOBS AND CONNOISSEURS AT CCT14 IN HELSINKI

Speaking at the 2014 Consumer Culture Theory Conference in Helsinki. The conference is organized by Aalto University. As consumers in Western consumer culture have increasingly turned from high cultural to low cultural consumption categories to cultivate themselves, the meanings of the traditional and socio-cultural concepts used to represent different forms of consumer expertise have been blurred or altered. Drawing upon sociocultural literature on taste and distinction we attempt to provide theoretical clarity to the concepts of connoisseurship, snobbery, and nerdery; concepts that are often used interchangeably and without rigor in both (contemporary) popular and academic discourse. The outcome of our conceptual analysis is concretised using a semiotic square to illustrate how the concepts differ from each other. Our analysis suggests that the democratisation of consumption through the imprinting of status meanings upon traditionally illegitimate cultural objects may lead to the “bastardisation” of taste regarding those same illegitimate cultural categories – a performance formerly restricted to high culture.

SPEAKING ABOUT MARKET EMERGENCE AT ACR13 IN CHICAGO, IL

The paper is available in the ACR Proceedings, NA – Advances in Consumer Research Volume 41 (2013). Abstract: The purpose of this paper is two-fold: firstly we introduce a (tentative) theoretical framework to conceptualise the development of market systems on a mid-range (or meso-) level; secondly, we spell out methodological suggestions for how to study such development. The paper is a conceptual paper, with no primary data used or presented. We introduce a conceptual framework, which we refer to as Consumption Field Refinement (CFR), to represent the development of a market system. Central to our framework is the idea that the market system consists of several interlinked subsystems or consumption fields, each focused on a particular consumption interest.

Authors: Sofia Ulver, Jon Bertilsson, Marcus Klasson, Carys Egan-Wyer, Ulf Johansson

Conference Attendance

44th Association for Consumer Research North American Conference, Berlin, Germany, 26 October-30 October, 2016.

43rd Association for Consumer Research North American Conference, New Orleans, LA, 30 September-4 October, 2015.

Heretical Consumer Research, New Orleans, 28-30 September, 2015.

33rd Nordic Ethnology and Folklore Conference, Copenhagen, August 18-21, 2015.

10th Consumer Culture Theory Conference, Fayetteville, AR, June 19-21, 2015.

42nd Association for Consumer Research North American Conference, Baltimore, MD, 23-26 October, 2014.

9th Consumer Culture Theory Conference, Helsinki, 26-29 June 2014.

12th Conference on Gender, Marketing and Consumer Behavior, Helsinki, June 24-26 2014.

41st Association for Consumer Research North American Conference, Chicago, Illinios, 3-6 October 2013.

3rd Nordic Retail and Wholesale Conference, Lund, November 7-8 2012.

Workshops

6th Nordic CCT Colloquium at Lund University, October 2015.

3rd Nordic CCT PhD Workshop at Lund University, August 2015.

Cultural Analysis Workshop at Lund University & Copenhagen University, August 2015.

Qualitative Data Analysis Workshop at University of Arkansas, Fayetteville, AR, June 2015.

2nd Nordic CCT PhD Workshop at University of Southern Denmark, Odense, December 2014.

Consumption Theory: Canon of Classics at University of Southern Denmark, Odense, August 2014. Part of PhD School: Consumer Culture Theorizing.

The Geography of Marketing Practices at Stockholm University, Stockholm, April 2014.

1st Nordic CCT PhD Workshop at Stockholm University, Stockholm, April 2014.

Qualitative Methods and Research Design at University Lille Nord de France, Lille, October 2013. Part of PhD School: Consumer Culture Theorizing.

Consumption, Markets, and Culture at Bilkent University, Ankara, May 2013. Part of PhD School: Consumer Culture Theorizing.