1st Edition

Consuming Happiness Aspirational Practices in Global Perspective

Edited By Mehita Iqani Copyright 2023
124 Pages
by Routledge

124 Pages
by Routledge

124 Pages
by Routledge

This book offers a collection of scholarly writing on the meanings of happiness in relation to consumption. The concept of happiness in relation to consumption deserves critical attention. While administrative marketing scholars might take for granted the notion that consumption and brand engagement produces positive affects in consumers, such as enjoyment and thrill, more analysis and... Read more

1. Consuming happiness: aspirational practices in/from the margins

Mehita Iqani

2. Divine discontent: aspirations and subjective well-being at a time of social mobility and high inequality

Debra Lynne Shepherd

3. Prophets making gendered interventions: a feminist discourse analysis of gendered online miracles, advice, advertisements, and testimonies

Kudzaiishe Peter Vanyoro

4. "Your boy is a boiii": capturing the consumption of trans joy in the form of synthetic testosterone

B Camminga and Noam Lubinsky

5. Performing drag in a pandemic: affect in theory, practice and (potential) political mobilization

Niall Brennan

6. Consuming Africa: safari aesthetics in the Johannesburg beauty industry

Nicky Falkof

7. Managing sullied pleasure: dining out while black and middle class in South Africa

Thabisani Ndlovu

8. Consuming the rich white "Bitch" on The Real Housewives of Johannesburg

Alexia Smit

Biography

Mehita Iqani is South African Research Chair in Science Communication at Stellenbosch University. Her current research focusses on the links between consumer society, quality of life (happiness), and environmental and planetary sustainability. She is the author and editor of several books on media, consumer culture, luxury, waste, and the global south, the most recent of which include Garbage in Popular Culture (2021), Consumption Media and the Global South (2016), Media Studies: Critical African and Decolonial Approaches (2019), and African Luxury (2019).