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Prisoners in paradise: Subcultural resistance to the marketization of tattooing
Stockholm University, Faculty of Social Sciences, School of Business.
Suffolk University, Boston.
Syddansk universitet, Odense.
2005 (English)In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 8, no 3, 261-274 p.Article in journal (Refereed) Published
Abstract [en]

This study explores the increasingly popular use of brand symbols as imagery for tattooing. Through interviews with tattoo artists and netnographic research in tattoo communities, we capture a perceived boundary between the sacred, non-commercial sphere of tattooing and the profane, profit maximizing sphere of the commercial world. In the tattoo subculture, brands are generally considered inappropriate for tattooing. Nevertheless, the tattoo artists more or less willingly accept the role of service providers for consumers wishing to embody brand symbols. The commercial sphere hence plays a role in the cultural identity of the tattoo culture as an Otherness, from which the tattoo culture defines itself.

Place, publisher, year, edition, pages
2005. Vol. 8, no 3, 261-274 p.
Keyword [en]
Tattoos; Brands; Subculture; Videography; Identity
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-38710DOI: 10.1080/10253860500160320OAI: diva2:313397
Available from: 2010-04-26 Created: 2010-04-26 Last updated: 2010-10-22Bibliographically approved

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ReferencesLink to record
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