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Dress, transformation, and conformity in the heavy rock subculture

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  • Chaney, Damien
  • Goulding, Christina

Abstract

While the relationship between clothing and the construction of identity has received considerable attention, less attention has been given to identity shifts through acts of consumption. This paper explores the role of dress in a ritual experience during which consumers temporarily shift from one identity mode to another. The qualitative study conducted at two heavy rock music festivals shows that consumers use dress to transform themselves physically which in turn facilitates escape from everyday life. Through this transformation participants gradually enter the ritual community where a leveling process occurs based on difference from the mainstream, but paradoxically, strict conformity and adherence to the codes of dress and behavior of the festival group. This uniformity acts as a collective ‘disguise’ which breaks down barriers and allows individuals to participate in expressive, more primal behaviors which act as a temporary release before a return to the mundane.

Suggested Citation

  • Chaney, Damien & Goulding, Christina, 2016. "Dress, transformation, and conformity in the heavy rock subculture," Journal of Business Research, Elsevier, vol. 69(1), pages 155-165.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:1:p:155-165
    DOI: 10.1016/j.jbusres.2015.07.029
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    Cited by:

    1. Anis Jounaid & Abdelmajid Amine, 2018. "L'ambivalence De La Consommation Contre-Culturelle : Le Role Du Style Heavy Metal Dans La Dialectique Contre-Culture/Culture Dominante," Post-Print hal-02022689, HAL.
    2. Sohier, Alice & Sohier, Romain & Chaney, Damien, 2023. "When volunteers are also consumers: Exploring volunteers’ co-consumption experience in leisure contexts," Journal of Business Research, Elsevier, vol. 156(C).
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    4. Abdelmajid Amine & Anis Jounaid, 2018. "Countercultures of consumption: Teenage heavy metal affiliates’ coping responses to deviant labeling," Post-Print hal-01793920, HAL.
    5. Davis, Andrew, 2017. "It wasn't me, it was my festival me: The effect of event stimuli on attendee identity formation," Tourism Management, Elsevier, vol. 61(C), pages 484-500.
    6. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
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    8. Nguyen, Nhat Nguyen & Özçaglar-Toulouse, Nil & Kjeldgaard, Dannie, 2018. "Toward an understanding of young consumers' daily consumption practices in post-Doi Moi Vietnam," Journal of Business Research, Elsevier, vol. 86(C), pages 490-500.
    9. Pereira, Beulah & Sung, Billy & Lee, Sean, 2019. "I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang," Australasian marketing journal, Elsevier, vol. 27(2), pages 78-90.

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