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

Special Session accepted at the 2014 Consumer Culture Theory Conference in Helsinki. I will in cooperation with Susanna Molander (Stockholm University), Jakob Östberg (Stockholm University) and Sofia Ulver (Lund University) host the special session “What’s cooking? The different practices and meanings involved in the same consumption situation.”

Chair and Discussant
Dorthe Brogaard Kristensen, University of Southern Denmark

Cooking love: Mothering as a practice
Susanna Molander, Stockholm University, Sweden

Cooking men: The Gastrosexual practice of doing gender
Sofia Ulver, Lund University, Sweden
Marcus Klasson, Lund University, Sweden

Cooking to survive: Health practices in everyday cooking
Jacob Östberg, Stockholm University, Sweden

The practice perspective has recently invigorated theory building within the field of consumer culture theory by emphasizing the routinized aspects of consumption. These aspects have many times been overlooked by previous perspectives in the field that have focused more directly on aspects explicitly verbalized by consumers. We would argue, however, that the practice perspective has yet to reach its full potential. One of the weaknesses is that there has been relatively little discussion about how the definition of what constitutes a practice implicates the subsequent theory building. In this session we bring together three studies looking at the same consumption situation—namely cooking. It would be tempting to suggest, then, that we are studying the practice of cooking. We suggest instead that we are identifying three other practices that are entangled in the cooking situation, and that cooking is thus not necessarily a practice in itself but a consumption situation inviting a wide range of practices to take part of its offerings. By applying a practice perspective, our aim is to illuminate how radically different meaning making processes may take place around one and the same consumption situation. Thus, rather than looking at cooking as a particular practice in itself, governed by a fixed set of rules and regulations that consumers adhere to, we view it as a situation where different practices can be studied.

In Alan Warde’s (2005) version of practice theory consumption is rarely a practice in itself, but moments embedded in other practices with orientations towards certain ends that this consumption helps to accomplish. The approach hereby forces us to understand consumption through the logic of practices and makes it a point of departure to understanding the broader tacit social web of which consumption is a part. As a consequence the individual consumers are decentered and the practice as such becomes the focus of study. Thus, rather than focusing on the individual, it is the practice that organizes behavior and it is the practice that gives rise to perceived needs and wants. Consumers are mere carriers of the practice.

Our three papers look into how cooking can be part of distinctively different practices incorporating consumption in diverse ways to fulfill their ends. As consumers we are involved in an intricate web of multiple practices that guide our doings and sayings, including our thoughts and even emotions. Some of these practices might be more focused on a particular time and context bound activity, such as Nordic walking (Shove and Pantzar 2005). Other practices are vaguer, but still oriented towards certain goals that might serve as a higher order organizing many of the things we do, such as the practice of doing gender (cf. West and Zimmerman 1987) or the practice of capitalism (cf. Sewell 1992). Note, however, that we are not talking about dispersed practices not tied to any particular meaning and used across a range of areas of social life, but of complex forms of integrated practices, integrated primarily through a teleoaffective structure providing them with direction and meaning (Schatzki 1997).

We suggest that there is an hierarchy of practices that we engage in at each point in time and that some of these practices are such as described above, namely of a higher order – and what we call metapractices. These metapractices have the capacity to order the other practices that we are engaged in during a particular consumption situation. The three papers constituting this proposed session all use the context of cooking but identify three different metapractices at play. In paper 1 the author highlights how the metapractice of mothering use cooking as a way to express love and caring for others. In paper 2, the author brings forward how middle-class young men in an unusually gender equal part of the world use cooking to resist this leveling through the metapractice of doing gender. Finally, paper three looks at how the metapractice of doing health structures the entire cooking situation offering overarching goals that all other goals need to adhere to.


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

Competitive paper accepted at the 2014 Consumer Culture Theory Conference in Helsinki. I will be presenting the paper in the session “Engaged Fans” on Sat 28th of June.

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.

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

Emerging Market (Sub)Systems and Consumption Field Refinement

The paper will soon be available in the ACR Proceedings, NA – Advances in Consumer Research Volume 41 (2013)

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.

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

Qualitative Methods and Research Design

Attended the seminar on Qualitative Methods and Research Design at University Lille Nord de France.

Qualitative Methods and Research Design is a week-long intensive seminar on qualitative methods and research design for studies adopting a cultural approach of consumption. This is one of the seminars offered by the European doctoral school Consumer Culture Theorizing – that originated from the collaboration between University of Southern Denmark (Odense, Denmark), Bilkent University (Turkey), Univ Lille Nord de France-SKEMA Business School (France) and Royal Holloway University of London (UK).

Faculty: Søren Askegaard, Dannie Kjeldgaard, Diego Rinallo, Nil Özçağlar-Toulouse, Fleura Bardhi, Elif Izberk-Bilgin, Cele Otnes, and John Schouten.

“They call us ‘Foodies’: Exploring Power Structures in the Evolution of the Foodie Culture”

Research Proposal Seminar: “They call us ‘Foodies’: Exploring Power Structures in the Evolution of the Foodie Culture”

Author: Marcus Klasson, Lund University

Opponents: Dannie Kjeldgaard, University of Southern Denmark and Peter Svensson, Lund University. Supervisors: Sofia Ulver, Jon Bertilsson, and Ulf Johansson. All from Lund University

Time: 17th of Oct 2013, 10.00. Location: Rhenmansalen, Alfa 2, Scheelevägen 15A, Lund

Consumption, Markets, and Culture

Attended the seminar on Consumption, Markets, and Culture at Bilkent University, Ankara, Turkey.

Consumption, Markets, and Culture is a week-long intensive seminar that emphasizes mid-range and contextualized theory in the field of socio-cultural approaches to marketing and consumption. The seminar aims to stimulate interest in and discussions of contemporary forms of historical, socio-cultural and political-economic analyses of markets, consumption and marketing.

Faculty: Robert Kozinets, Richard Wilk, Alan Warde, Steve Miles, Güliz Ger, John Deighton, and Russel Belk.

Nordic Retail and Wholesale Conference 2012

The 3rd Nordic Retail and Wholesale Conference was organised and hosted by the School of Economics and Management, Lund University. I assisted the organizing committee at NRWC 2012.

What did the keynote speakers say?
Read about Anders Dahlvigs, former CEO of Ikea, thoughts on responsibility among other things and Claes-Robert Julanders, Professor Emeritus Department of Marketing and Strategy, the Stockholm School of Economics, reflections on past, present and future retail research.
The importance of responsibility and relevance

And what about the presentations?
In four parallel tracks in six sessions during the two days of the conference researchers from the Nordic countries presented their research on a variety of topics ranging from inventions, consumer behavior, digital marketing, sustainable retail to supply management and more. Around a hundred abstracts and papers were presented in total that gave rise to lots of interesting discussions.

Special Issue: Full papers from the conference will be considered for publication in a special issue is published by the Journal of Retailing and Consumer Services. Papers that will be considered for the special issue needs to be submitted via e-mail to: NRWC2012@ehl.lu.se no later than October 12, 2012. A full paper must include a clear indication of the purpose of the research, a positioning of the proposed research, a research method, the study’s major results, implications and references. Papers sent in for the consideration in the special issue should concerning layout follow the guidelines given by Journal of Retailing and Consumer Services.