The interrupted world: Surrealist disruption and altered escapes from reality

JONES, Scott, CRONIN, James and PIACENTINI, Maria (2020). The interrupted world: Surrealist disruption and altered escapes from reality. Marketing Theory, p. 147059312091470.

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Following Breton’s writings on surreality, we outline how unexpected challenges to consumers’ assumptive worlds have the potential to alter how their escape from reality is experienced. We introduce the concept of ‘surrealist disruption’ to describe ontological discontinuities that disrupt the common-sense frameworks normally used by consumers and that impact upon their ability to suspend their disbeliefs and experience self-loss. To facilitate our theorization, we draw upon interviews with consumers about their changing experiences as viewers of the realist political TV drama House of Cards against a backdrop of disruptive real-world political events. Our analyses reveal that, when faced with a radically altered external environment, escape from reality changes from a restorative, playful experience to an uneasy, earnest one characterized by hysteretic angst, intersubjective sense-making and epistemological community-building. This reconceptualizes escapism as more emotionally multivalenced than previously considered in marketing theory and reveals consumers’ subject position to an aggregative social fabric beyond their control.

Item Type: Article
Uncontrolled Keywords: 15 Commerce, Management, Tourism and Services
Identification Number:
Page Range: p. 147059312091470
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 30 Mar 2020 16:12
Last Modified: 18 Mar 2021 02:06

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