Global Consumer Culture and Local Traditionalism: a Theoretical Reflection from the Diachrony of Concept

Abstract

With a diachronic perspective between global and local, this paper aims to develop a theoretical articulation between promulgators agents of the consumer global culture, consumers and local agents of resistance. With focus on traditionalism as a local force of resistance and the globalization as a promulgator force of the consumer global culture, we analyzed the participation of these two discursive forces in the consumer culture formation. Results provide a dialectic perspective about the comprehension of the consumer culture and highlight relevant reflexive points about the relation global/local. We comprehend the market as a playing field of global forces and traditionalists resistance movements, which diachronically provide distinct cultural elements for the consumer culture formation. Specifically, we understand that the interaction between local and global results in different positions, depending on the articulation capacity of each agent involved. The theoretical discussion of this assay aims to contribute in the understanding of traditionalism as a form of resistance against the global consumer culture.