Conférence inaugurale de Craig THOMPSON

Consumer researchers have commonly conceptualized and analyzed risk as a homogeneous cultural construction, treating it either as an aversive threat, that rational consumers should seek to avoid, or as a coveted source of invigorating, life-affirming challenges. Owing to this conceptual tendency, little theoretical attention has been directed toward heterogeneous cultural constructions of risk that are manifest in a given marketplace culture. To redress this theoretical gap, we analyze the branded fitness program CrossFit as a governmental rationality in which different cultural constructions of risk—that would otherwise be ideologically contradictory—coalesce as a synergistic ensemble of risk-oriented meanings and practices. Merci de confirmer votre participation par mail à boris.collet@univ-lille.fr