Happy Festivus! Parody as playful consumer resistance

  title={Happy Festivus! Parody as playful consumer resistance},
  author={I. Mikkonen and D. Bajde},
  journal={Consumption Markets & Culture},
  pages={311 - 337}
Drawing upon literary theory, play and consumer resistance literature, we conceptualize consumer parodic resistance – a resistant form of play that critically refunctions dominant consumption discourses and marketplace ideologies. We explore parodic resistance empirically by analyzing Festivus, a parody of Christmas. Festivus is found to be primarily constructed as a playful rejection of the established grand narratives and conventions of Christmas. In contrast to dominant Christmas ideology… Expand
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