Wow 5.00.9 torrent3/14/2023 ![]() The paper focuses on consumer cynicism in online environments, using the anti‐Christmas sites of the Internet as an empirical case. Our contribution is threefold: (i) we demonstrate the role of parody in consumer resistance (ii) we outline the subversively playful nature of parodic consumer resistance and (iii) we empirically demonstrate how parodic holiday celebration unsettles dominant discourses and conventions. “meaningful”) through erasing the higher goals and conventions if Christmas (i.e. In contrast to dominant Christmas ideology, Festivus promotes a grand narrative of “meaningful nothingness,” wherein Festivus celebration is presented a viable means of circumventing the oppressiveness of Christmas (i.e. Festivus is found to be primarily constructed as a playful rejection of the established grand narratives and conventions of Christmas. We explore parodic resistance empirically by analyzing Festivus, a parody of Christmas. ![]() Drawing upon literary theory, play and consumer resistance literature, we conceptualize consumer parodic resistance – a resistant form of play that critically refunctions dominant consumption discourses and marketplace ideologies.
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