The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference
Dannie Kjeldgaard, Søren Askegaard
Journal of Consumer Research · 2006 · Volume 33 · Issue 2
Abstract
In this article we present an analysis of global youth cultural consumption based on a multisited empirical study of young consumers in Denmark and Greenland. We treat youth culture as a market ideology by tracing the emergence of youth culture in relation to marketing and how the ideology has glocalized. This transnational market ideology is manifested in the glocalization of three structures of common difference that organize our data: identity, center-periphery, and reference to youth cultural consumption styles. Our study goes beyond accounts of global homogenization and local appropriation by showing the glocal structural commonalities in diverse manifestations of youth culture.
Keywords
Child/Adolescent Consumer, Cross-Cultural Research, Cultural Theories and Analysis, Market Segmentation, Ethnography
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