Evolving desire to experience the social ‘other’: Insights from the high-society bazaar

Abstract

We explore key changes in orientations toward encountering and experiencing the ‘other’ in new consumption venues as a result of the transformations in globalization and modern culture. Our research aims to provide insights into how ‘experiencing the other’ is increasingly sought in high-society bazaars by both upper and lower social classes, respectively representing the westernized and traditional social elements in Turkey, where the West meets the East. Findings unravel the means that enable people to construct new constellations of identities and experience the other in these consumption spaces. As a result, we revisit and extend different theoretical insights on identity construction and otherness by recognizing more recent cultural trends and sensibilities that guide and motivate people to seek multiplicity and to experience difference.

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