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Fashion, textile care, cryptocurrency and seaweed at the CCT Conference

Photo of AF-borgen. A fort-like builiding made of bricks. The Swedish flag is waving.
The conference took place in the house of The Academic Society in Lund, AF-borgen.

CCT, Consumer Culture Theory, annually arrange an international conference on consumer culture. This year it was organized on 27-30 June by the School of Economics and Management at Lund University. The conference was attended by 317 participants from 25 different countries. Four researchers from Service Studies contributed to the conference.

Dystopia or utopia – how does it affect consumer behavior? After the turmoil of the last decade in terms of injustice, climate crisis, pandemic and war, it is time to rethink the foundations of the consumer cultural game we play. That was the idea behind this year's conference theme, 'Utopia revisited'. The hope was to provide inspiration for free thinking and topics for papers on, for example, politics, utopia through consumption, dreams and the role CCT has to play in a utopian future. 

From Service Studies, four researchers contributed papers and posters to the conference exhibition.

Emma Samsioe is in front of a presentation.
Emma Samsioe is presenting one of her papers.
Réka Ines Tölg next to her poster.
Réka Ines Tölg is presenting her poster.
Carin Rehncrona beside her poster.
Carin Rehncrona next to her poster about cryptocurrency.
Cecilia Fredrikssons poster.
Cecilia Fredrikssons poster about Marine Utopias.

Emma Samsioe presented two working papers where Ashleigh McFarlane (Edinburgh Napier University) is co-author of paper 1 and Christian Fuentes at Service Studies is co-author of paper 2. 
Paper 1: Changing public opinion on fashion and age: unpacking narrative strategy in Instagram message posts of 50+ fashion influencers which is about how older influencers deliberately use different types of narrative strategies on social media (Instagram) in order to try to change the way the fashion industry and the public in general view how fashion is used by older female consumers. 
Paper 2: Fashioning wellbeing: the F/ACT Movement and a transformative consumer research approach explores how fashion consumption can be used by consumers to enhance wellbeing. They identify turning points in consumer behavior and the implications of these turning points for how more sustainable fashion consumption can take shape. The paper is based on a case study of sustainable fashion consumption in the F/ACT Movement project conducted by Science Park Borås in 2020 and 2021. 

Reka Ines Tölg participated with the poster Selling of Care and the Ethicalisation of Consumption based on her ongoing doctoral thesis. The dissertation manuscript argues that the way clothing retailers introduce different care products and services to Swedish retail markets, problematises routinised clothing-related acts, such as laundry or storing clothes as care-less, and reposition them into spheres where consumers are expected to act more ethically through caring.

Carin Rehncrona presented a poster on The Promise of Cryptocurrencies: The role of states, banks and companies in legitimization processes for digital/cryptocurrencies. The path towards acting as a means of payment and price setter, contemporary perceptions and in comparison with historical launches of means of payment (Co-author Jonas Bååth, SLU and Circle).

Cecilia Fredriksson participated in the CCT conference Art Gallery with eight watercolors on the theme "Seaweed Magics". She also presented a poster on the theme MARINE UTOPIA. About the knights of the Baltic Sea and the secret love life of seaweed. See the poster here (pdf).

A collection of paintings.
Cecilia Fredrikssons artwork. Photo from

About Consumer Culture Theory

Consumer Culture Theory (CCT) is an interdisciplinary field of research oriented around developing a better understand of why consumers do what they do and why consumer culture takes the forms that it does. Theorists focus on understanding the interrelationships between various material, economic, symbolic, institutional, and social relationships, and their effects on consumers, the marketplace, other institutions, and society.

Read more about the conference here.