Poetics and consumption: A discourse analysis of Vietnamese culture
DOI:
https://doi.org/10.17509/pqmcj328Keywords:
Consumer norm, Focaultian discourse analysis, poetics, Vietnamese consumptionAbstract
Consumption is a multifaceted social phenomenon that deeply intersects with both the social sciences and the humanities. This complexity arises from the way in which cultural, economic, and societal factors converge to shape consumer behavior. Furthermore, poetics and consumption are closely intertwined, providing insights through different cultural perspectives as poetry can combine social experiences with consumer experiences to expand the language of consumption and the scope of human understanding (Tonner, 2019). This article utilized discourse analysis and interpretive analysis within a qualitative framework to explore the intricate relationship between poetics and consumption. By employing Focaultian Discourse Analysis as a foundational theory, the study located contextual levels that facilitate the analysis and interpretation of interdisciplinary phenomena situated at the crossroads of linguistics and economics. The findings demonstrate a significant connection between poetry and consumption patterns in Vietnam, revealing how these patterns can be understood within their specific cultural context. Poetry acts as a powerful lens through which we can investigate consumption behaviors throughout different historical and cultural periods, thereby emphasizing the complex interplay between artistic expression and everyday life. Moreover, poetry not only serves as a reflection of Vietnamese culture but also functions as a critique of and engagement with various social practices, including contemporary consumption trends. Understanding these dynamics can provide valuable insights for businesses, informing them about effective marketing and promotional strategies designed to influence consumer purchasing decisions.
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