Borderlands: Skin, Tattoos, and Consumer Culture Theory

Patterson, Maurice and Jonathan Schroeder (2010), Borderlines: Skin, tattoos and consumer culture theory, Marketing Theory, 10(3) 253–267

28 Pages Posted: 16 Oct 2009 Last revised: 19 Jul 2012

See all articles by Maurice Patterson

Maurice Patterson

Kemmy Business School, University of Limerick

Jonathan E. Schroeder

Rochester Institute of Technology

Date Written: October 15, 2009

Abstract

In addressing skin this paper seeks to illuminate current research within consumer culture theory. Framing our discussion within a consideration of tattoo culture, we explore the double-sidedness of skin, its ambiguity and ambivalence. In this way, we examine the relationship between identity and consumption and throw into question many of the received ideas concerning embodied identity within consumer research. Utilizing three skin metaphors (skin as container, projection surface, and cover to be modified), we generate a series of insights into intercorporeality, embodiment, and body projects.

Keywords: consumer culture theory, skin, embodiment, consumption, identity, body

Suggested Citation

Patterson, Maurice and Schroeder, Jonathan E., Borderlands: Skin, Tattoos, and Consumer Culture Theory (October 15, 2009). Patterson, Maurice and Jonathan Schroeder (2010), Borderlines: Skin, tattoos and consumer culture theory, Marketing Theory, 10(3) 253–267, Available at SSRN: https://ssrn.com/abstract=1489619

Maurice Patterson

Kemmy Business School, University of Limerick ( email )

Limerick
Ireland

Jonathan E. Schroeder (Contact Author)

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

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