HOW DO EASTERN EUROPEAN EXPATRIATES PERCEIVE DANISH FASHION AND WHETHER IT IS A FORM OF COMMUNICATION AND INTEGRATION?
Author
Maidla, Sabina
Term
4. term
Publication year
2017
Submitted on
2017-09-15
Pages
88
Abstract
Denne afhandling undersøger, hvordan østeuropæiske mænd, der på eget initiativ er flyttet til Danmark (self-initiated expatriates), tilpasser sig det danske samfund med fokus på tøj og mode. Akkulturation—processen hvor man lærer og bliver en del af en ny kultur—belyses gennem folks påklædningsvalg. Studiet anvender dybdegående interviews og en hermeneutisk cirkel-tilgang, hvor man bevæger sig mellem enkelthistorier og den overordnede sammenhæng, for at forstå deltagernes perspektiver og værdier. Afhandlingen bidrager til forbrugeradfærdsforskningen ved at fremhæve forbindelsen mellem akkulturation og forbrug af tøj som et interkulturelt fænomen, et område der hidtil har fået begrænset opmærksomhed. Fokus er på østeuropæiske mandlige forbrugere i Danmark.
This thesis explores how Eastern European men who have moved to Denmark on their own (self-initiated expatriates) adapt to Danish society, with a focus on clothing and fashion. Acculturation—the process of learning and fitting into a new culture—is examined through people’s apparel choices. The study uses in-depth interviews and a hermeneutic circle approach, which moves back and forth between individual accounts and the broader context, to understand participants’ perspectives and values. It contributes to consumer behavior research by highlighting the connection between acculturation and apparel consumption as an intercultural phenomenon, an area that has received limited attention. The focus is on Eastern European male consumers in Denmark.
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