BMK5006



Consumer Culture Theory

Consumer Culture Theory (CCT) is a synthesizing framework that examines the sociocultural, experiential, symbolic and ideological aspects of consumption. The tenets of CCT research are aligned with consumer identity projects, marketplace cultures, the sociohistorical patterning of consumption, and mass-mediated marketplace ideologies and consumers’ interpretive strategies. In this course, we will explore the dynamic relationships among consumer actions, the marketplaces and cultural meanings.

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