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Creative Re-appropriation Techniques in the Emo Identity Construction Process: A Netnographic Research
Journal Title: SOCIOLOGIA DELLA COMUNICAZIONE  
Author/s: Ariela Mortara, Simona Ironico 
Year:  2012 Issue: 43 Language: Italian 
Pages:  16 Pg. 162-177 FullText PDF:  109 KB
DOI:  10.3280/SC2012-043011
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This paper discusses the role of creative re-appropriation of goods, symbols, and other manifestations of the dominant material culture in the Emo identity construction process, providing an interpretative key to the complex system of signs that composes the style of this subculture. Following a netnographic approach, the authors conducted a qualitative content analysis of the visual and verbal texts featuring in a purposive sample of Emo social networks, blogs and forum. The analysis revealed four interpretative categories: the aestheticization of inner pain, the sense of alienation and isolation from socio-cultural mainstream, the quest for authenticity and the need for emotional connection.
Keywords: Subculture, Emo, bricolage, netnographic approach, self-branding, Web 2.0

Ariela Mortara, Simona Ironico, Creative Re-appropriation Techniques in the Emo Identity Construction Process: A Netnographic Research in "SOCIOLOGIA DELLA COMUNICAZIONE " 43/2012, pp. 162-177, DOI:10.3280/SC2012-043011

   

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