Mobile trust regimes: modes of attachment in an age of banal omnivorousness

SMITH MAGUIRE, Jennifer, OCEJO, Richard E. and DESOUCEY, Michaela (2022). Mobile trust regimes: modes of attachment in an age of banal omnivorousness. Journal of Consumer Culture.

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    The twenty-first century rise of culturally omnivorous tastes and classifications proffers a new dilemma for how markets create attachments and achieve trust for global consumers. Consumer entities must be both globally circulatable and offer a sense of localized authenticity without compromising either. Drawing from research on market trust and attachment, this article introduces the concept of mobile trust regimes to account for how sets of actors and repertoires attempt to address this tension. Through two case studies from gastronomic industries—food halls and natural wine—we investigate the devices of mobility used to facilitate the global circulation of the local. These include standardized aesthetic and affective templates communicated through physical décor, recurrent narratives, and social media curation. We argue that the concept of mobile trust regimes helps clarify two key issues in contemporary consumer culture: tensions between homogenization and heterogenization and how the symbolic value of omnivorous tastes becomes institutionalized and even banal.

    Item Type: Article
    Uncontrolled Keywords: 1505 Marketing; 1608 Sociology; 2002 Cultural Studies; Sociology
    Identification Number:
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 05 Sep 2022 10:26
    Last Modified: 20 Sep 2022 12:01

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