Ritual as assemblage: feast of sacrifice experiences of Turkish consumers


Torlak O., Ozmen M., TİLTAY M. A. , İŞLEK M. S. , AY U.

JOURNAL OF ISLAMIC MARKETING, vol.10, no.2, pp.476-494, 2019 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 10 Issue: 2
  • Publication Date: 2019
  • Doi Number: 10.1108/jima-05-2018-0091
  • Journal Name: JOURNAL OF ISLAMIC MARKETING
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM, Index Islamicus
  • Page Numbers: pp.476-494
  • Eskisehir Osmangazi University Affiliated: Yes

Abstract

Purpose The purpose of this paper is to theorize and empirically investigate the formation of consumer's consumption ritual experiences and discourses associated with Feast of Sacrifice. Design/methodology/approach The authors have approached the data from assemblage theory perspective. By use of ethnographic participant observation and in-depth interviews, seven themes are uncovered and discussed: meaning of Qurban, preparation of the ritual, Qurban choice, meat, Qurban ritual, marketplace and framing of discourses. Findings This study provides a theoretical development in which it depicts that assemblage theory can be used in the context of religious rituals such as the Feast of Sacrifice. This suggests that parts forming the social phenomena include different meanings and functions in different assemblages to the ritual, which has a structure with a particular process, roles and content scenario. This implies that even the most structured social phenomena as religious rituals can be accepted as social assemblage where every individual experiences his/her own ritual with the parts that have ever-changing material and expressive roles. Originality/value This study will contribute to the literature on religious rituals and practices through viewing ritual as an assemblage including material and expressive features as well as human and non-human actors. Besides, this study aims to find out whether there is a constant consumer and the concept of ritual by focusing on buying experiences of consumer in Feast of Sacrifice in Turkey.