Title page for ETD etd-11202006-190822

Type of Document Dissertation
Author Littlefield, Jonathan
Author's Email Address jlittlefield@berry.edu
URN etd-11202006-190822
Title Subculture of Deer Hunters and the Negotiation of Masculinity: An Ethnographic Investigation of Hunting in the Rural South
Degree PhD
Department Marketing
Advisory Committee
Advisor Name Title
Ozanne, Julie L. Committee Chair
Coupey, Eloise Committee Member
Fuhrman, Ellsworth R. Committee Member
Schouten, John W. Committee Member
  • subculture of consumption
  • socialization
  • hunting
Date of Defense 2006-11-16
Availability unrestricted
Hunting is an important recreational activity for many men in the rural south and as such, it represents a backdrop from which to view the social development of masculinity within families and among the community of adult men. Despite the importance of this activity, little research has examined the consumption implications of and socialization into hunting. This project uses the ethnographic methods of participant observation and depth interviews to examine the role of hunting in socializing men through stages of development from neophytes to competent hunters, and describes five groups into which these hunters may develop. While current conceptualizations of community in the consumer research literature, including subcultures of consumption (Schouten and McAlexander 1995), brand communities (Muñiz and O'Guinn 2001), and tribal marketing (Cova and Cova 2002), describe phenomena that are of relatively short duration and are highly market mediated, I suggest an alternate conceptualization of community that includes the long family socialization process--often covering multiple generations within families--and activities that may be less market mediated than those previously studied.
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