Popular music artists portray a variety of themes through the aesthetics of their music, lyrics, and music videos. One theme in particular that began with David Bowie’s glam period (1972-1974) and the creation of his Ziggy Stardust persona is the notion of the Outsider. Bowie not only portrayed an Outsider character, but also spoke to and for those who felt like Outsiders. Punk, goth, and emo bands that were influenced by Bowie took this social stance to speak to and for their own versions of the Outsider. Drawing from subcultural theory, music analysis, and music video analysis, and using Bowie as a benchmark and influence, I explore how several other bands portray the Outsider in their music, lyrics, and music videos.

This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with brands. Overall, this work builds a theoretical foundation for this phenomenon, contributing to literature involving the role of brands within subcultures, the process and effects of non-target market adoption, and gives consideration to uninvited co-creation behavior. Furthermore these studies gives insight for firms which encounter this unexpected consumption behavior, providing understanding that can help inform strategic response. / Business Administration/Marketing

En traitant de l’histoire coloniale des Hawai‘i et de la Californie à partir de 1778, cette thèse étudie de la transformation de la coutume hawaïenne he‘e nalu en un système surf mondial. L’analyse se demande s’il y a eu rupture ou continuité du surf hawaïen au XIXe siècle, et quelles ont été les modalités de sa diffusion en tant que système mondial surf au XXIe siècle. Pour répondre à ce problème, ce travail a retenu trois méthodes d’investigations : une analyse comparative des journaux de bords des voyageurs vers l’archipel des Hawai‘i avec la presse hawaïenne au XIXe siècle ; la conduite de cinquante entretiens semi-directifs, pour saisir les enjeux de l’appropriation californienne du surf après 1945 ; et une observation participante multi-site de trente mois aux Hawai‘i et en Californie, entre 2009 et 2016, afin de dégager les modalités contemporaines de l’historicisation du surf. Au final, trois conclusions principales ont été dégagées à partir de ces données. D’abord, l’introduction des Hawai‘i dans le système monde au XIXe siècle a dynamisé la naissance d’une identité nationale autochtone, qui a réaffirmé les coutumes traditionnelles, comme le surf. Ensuite, avec l’avènement du tourisme balnéaire au XXe siècle, les Hawai‘i se sont imposés comme un modèle touristique, reposant sur la mise en scène et l’appropriation occidentale du surf. À cet égard, Waikīkī est un cas d’école, et son schéma de développement s’est reproduit en Californie, comme à Huntington Beach. Enfin, à partir des années 1950, le surf s’est exporté dans le monde grâce à l’émergence de sa subculture et de son sport professionnel, aux médias de masse, et à la démocratisation du tourisme balnéaire. / Dealing with the colonial history of Hawai‘i and California from 1778, this dissertation focus on the transformation of the Hawaiian custom he‘e nalu into a global surf system. This analysis asks if there a break or a continuity of Hawaiian surfing in the 19th century, and what are the terms and conditions of its diffusion as a global surf system in the 21st century. Three investigating methods have been applied: an analysis of traveling literature in Hawai‘i, compared with a study of Hawaiian newspapers in the 19th century ; a recording of fifty semi-directed interviews to grasp issues related to appropriating surfing in California after 1945 ; and a multi-sited participant observation for thirty months in Hawai‘i and California, between 2009 and 2016, to found out about the contemporary historicization of surfing. Three main conclusions emerged from this data analysis. First, the introduction of Hawai‘i in the world system in the 19th century fostered the birth of a Hawaiian national identity, that reaffirmed traditional customs, such as surfing. Then, with the advent of seaside tourism in the 20th century, Hawai‘i became a touristic model, based on staging surfing and its appropriation by the West. To this regard, Waikīkī is a popular case study, and its development pattern has been reproduced in Californian cities, such as Huntington Beach. Eventually, from the 1950s, surfing has been exported to the world, thanks to the growth of its subculture and professional sport, mass media, and the democratization of seaside tourism.

This thesis details the production process of a video documentary that describes the coming out processes of gay men who identify with the Bear subculture of the gay community and some of the conflicts and consequences that they face due to this action. The aim of this production was to portray with dignity and compassion the recorded feelings and personal histories of the subjects interviewed. Chapters are devoted to the development, pre-production, production and post-production phased of this documentary. A detailed script, transcripts, shot list, and other examples and illustrations are included to give a better understanding of the entire production. This thesis also includes other necessary documentation such as a detailed budget and copies of performance releas

O consumo, especialmente em sociedades capitalistas, não está ligado apenas ao valor funcional dos produtos, mas também aos símbolos que eles representam. (MCCRACKEN 1986; 2003; FEATHERSTONE 1995). Nessas sociedades, as posses tem influência na construção da identidade do indivíduo, que busca produtos para se associar a grupos ou a sub – grupos no seu cotidiano.(BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Sub – culturas de consumo, comunidades de marca e tribos tem se tornado grupos cada vez mais observados tanto pela academia de Marketing como pelas marcas. Alguns desses grupos já foram investigados principalmente nos EUA (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997; 2001). Estudos como os de Irwin (1973), indicam a possibilidade de uma organização semelhante representada pela figura do surfista. No Brasil, o mercado do surf, emprega mais de 140.000 pessoas e movimenta bilhões de reais anualmente (ZUCO ET AL, 2002). Com essa perspectiva em mente, o presente estudo teve como objetivo investigar a existência de uma sub – cultura de consumo relacionada ao Surf no Brasil. A pesquisa buscou entender também a relação das posses tanto para o Surfista como para o simpatizante, que é o grande consumidor desse mercado (FORNECK 2008), e a relação das empresas do setor com esses indivíduos. Para esse fim foi seguida uma abordagem qualitativa multi métodos, com a utilização e integração das técnicas de Videografia, observação não participante, entrevistas em profundidade e elicitação visual. Além de entrevistas com Surfistas, simpatizantes e produtores de Marketing (empresas) foram realizadas observações a lojas de Surf e a um torneio comemorativo do esporte. Os resultados apontam a existência de uma tribo, representada na figura do Surfista. Essa tribo se integra por um estilo de vida comum, baseado em ideais como o amor ao esporte, a comunhão com a natureza, estilo de vida saudável e uma linguagem própria. Os resultados também apontam que o simpatizante está inserido em uma grande cultura de consumo, em que o mesmo busca roupas e acessórios para ser identificado dentro da sociedade. É aparente também a ação das marcas de Surf na apropriação de alguns dos ideais e do estilo de vida do surfista para vender um cenário ideal e um novo estilo de vida ao simpatizante. / The consumption, especially in the capitalist societies, isn´t connected only to the functional value of products. But also to the symbols that they represent (MCCRACKEN 1988;2003; FEATHERSTONE 1995). In These societies, possessions have influence on the individual´s identity construction, Who search for products to associate himself to groups or sub groups in his every day life. (BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Subcultures of consumption, brand communities and tribes have gained more attention from the Marketing academy and Brands. Some of these groups have already been researched especially in the US (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997 ; 2001). Studies like the one performed by Irwin (1973), indicates a similar organization on the figure of the Surfer. In Brazil, the Surf market is responsible for more than 140.000 jobs and generates billions in the local currency annually. (ZUCO ET AL, 2002). With this perspective in mind, the current study had the objective to investigate the existence of a subculture of consumption related to the Surf in Brazil. The research aimed to understand also the role of possessions to the Surfer and the Sympathizer, the biggest responsible for the purchases on this market (FORNECK, 2008), and the relation of the companies of this sector with these individuals. To achieve this goal, it was followed a multi – methods approach with the integration of the techniques like Videography, In dept interviews, non participant observations and Photo Elicitation Technique. The results points to the existence of a tribe, represented on the figure of the Surfer. This tribes integrates itself by a common life style based in ideals like love to the sport, communion with nature, an healthy life Style and an own language. The results also shows that the sympathizer is insert in an large culture of consumption, where he buys clothes and accessories to be an part of the society. It is also apparent the role of the Surf brands on the appropriation of some the ideals and life style of the surfer to sell an new an ideal scenario and life style to the sympathizer.

The areas of investigation are the portrait, the gaze, the American filmmaker Errol Morris, representation of reality and subcultures. These are discussed within an historical, technical, cultural and social framework. Colour, the film theorist Bill Nichols, the filmmaker Errol Morris are discussed with reference to the central gaze and what constitutes reality. Taking on another identity, the role of subcultures and my influences as a photographer are explored within this context. Work for Examination Other Lives is a photographic work consisting of portraits including: civil war re-enactors who believe that the war between the northern and southern states of America still exist Elvis Presley impersonators and fans who believe that Elvis Presley still lives people who take on another identity as scarecrows in the context of a local festival people who take on another identity as medieval knights.

Background: The ethnic subcultural consumer is a valuable segment in the multicultural societies of today, which has received little attention from both marketers and researchers. One of the most multicultural cities in Sweden is Malmoe, with 38% of its habitants having a foreign background. For IKEA Malmoe this segment has long been of interest, but have found it hard to increase their diversity among customers. Purpose: The purpose of this study is to help IKEA Malmoe get a greater understanding of the ethnic subcultural consumption behaviour, to attract a higher cultural diversity among customers. This research paper will explore why IKEA Malmoe is not reaching a greater cultural diversity of customers today, and offer insights to how they could work, through their local marketing, to attract this segment. Delimitation: This study will be delimited to the subject of ethnic subcultural consumption behaviour in the area of retail marketing. The research will focus on general consumption behaviour; how consumption is influenced by culture; both the originating culture and the hosting culture; and for the empirical investigation, how ethnic consumption is related to IKEA. Method: The research is a qualitative study with an deductive stance, based on the semi- structured interviews of 14 respondents from eight different subcultures of Malmoe. Result/ Conclusion: The findings of this research showed that it is essential not to see the ethnic subcultural consumer as one homogenous segment, as aspects such as acculturation, age, income and lifestyle were shown to have greater impact on consumption behaviour than national culture. Proposed continued studies: To more thoroughly research the affect of acculturation and national culture as an aspect to ethnic subcultural behaviour, using a homogenous group of respondents

The areas of investigation are the portrait, the gaze, the American filmmaker Errol Morris, representation of reality and subcultures. These are discussed within an historical, technical, cultural and social framework. Colour, the film theorist Bill Nichols, the filmmaker Errol Morris are discussed with reference to the central gaze and what constitutes reality. Taking on another identity, the role of subcultures and my influences as a photographer are explored within this context. Work for Examination Other Lives is a photographic work consisting of portraits including: civil war re-enactors who believe that the war between the northern and southern states of America still exist Elvis Presley impersonators and fans who believe that Elvis Presley still lives people who take on another identity as scarecrows in the context of a local festival people who take on another identity as medieval knights.

O consumo, especialmente em sociedades capitalistas, não está ligado apenas ao valor funcional dos produtos, mas também aos símbolos que eles representam. (MCCRACKEN 1986; 2003; FEATHERSTONE 1995). Nessas sociedades, as posses tem influência na construção da identidade do indivíduo, que busca produtos para se associar a grupos ou a sub – grupos no seu cotidiano.(BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Sub – culturas de consumo, comunidades de marca e tribos tem se tornado grupos cada vez mais observados tanto pela academia de Marketing como pelas marcas. Alguns desses grupos já foram investigados principalmente nos EUA (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997; 2001). Estudos como os de Irwin (1973), indicam a possibilidade de uma organização semelhante representada pela figura do surfista. No Brasil, o mercado do surf, emprega mais de 140.000 pessoas e movimenta bilhões de reais anualmente (ZUCO ET AL, 2002). Com essa perspectiva em mente, o presente estudo teve como objetivo investigar a existência de uma sub – cultura de consumo relacionada ao Surf no Brasil. A pesquisa buscou entender também a relação das posses tanto para o Surfista como para o simpatizante, que é o grande consumidor desse mercado (FORNECK 2008), e a relação das empresas do setor com esses indivíduos. Para esse fim foi seguida uma abordagem qualitativa multi métodos, com a utilização e integração das técnicas de Videografia, observação não participante, entrevistas em profundidade e elicitação visual. Além de entrevistas com Surfistas, simpatizantes e produtores de Marketing (empresas) foram realizadas observações a lojas de Surf e a um torneio comemorativo do esporte. Os resultados apontam a existência de uma tribo, representada na figura do Surfista. Essa tribo se integra por um estilo de vida comum, baseado em ideais como o amor ao esporte, a comunhão com a natureza, estilo de vida saudável e uma linguagem própria. Os resultados também apontam que o simpatizante está inserido em uma grande cultura de consumo, em que o mesmo busca roupas e acessórios para ser identificado dentro da sociedade. É aparente também a ação das marcas de Surf na apropriação de alguns dos ideais e do estilo de vida do surfista para vender um cenário ideal e um novo estilo de vida ao simpatizante. / The consumption, especially in the capitalist societies, isn´t connected only to the functional value of products. But also to the symbols that they represent (MCCRACKEN 1988;2003; FEATHERSTONE 1995). In These societies, possessions have influence on the individual´s identity construction, Who search for products to associate himself to groups or sub groups in his every day life. (BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Subcultures of consumption, brand communities and tribes have gained more attention from the Marketing academy and Brands. Some of these groups have already been researched especially in the US (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997 ; 2001). Studies like the one performed by Irwin (1973), indicates a similar organization on the figure of the Surfer. In Brazil, the Surf market is responsible for more than 140.000 jobs and generates billions in the local currency annually. (ZUCO ET AL, 2002). With this perspective in mind, the current study had the objective to investigate the existence of a subculture of consumption related to the Surf in Brazil. The research aimed to understand also the role of possessions to the Surfer and the Sympathizer, the biggest responsible for the purchases on this market (FORNECK, 2008), and the relation of the companies of this sector with these individuals. To achieve this goal, it was followed a multi – methods approach with the integration of the techniques like Videography, In dept interviews, non participant observations and Photo Elicitation Technique. The results points to the existence of a tribe, represented on the figure of the Surfer. This tribes integrates itself by a common life style based in ideals like love to the sport, communion with nature, an healthy life Style and an own language. The results also shows that the sympathizer is insert in an large culture of consumption, where he buys clothes and accessories to be an part of the society. It is also apparent the role of the Surf brands on the appropriation of some the ideals and life style of the surfer to sell an new an ideal scenario and life style to the sympathizer.

O consumo, especialmente em sociedades capitalistas, não está ligado apenas ao valor funcional dos produtos, mas também aos símbolos que eles representam. (MCCRACKEN 1986; 2003; FEATHERSTONE 1995). Nessas sociedades, as posses tem influência na construção da identidade do indivíduo, que busca produtos para se associar a grupos ou a sub – grupos no seu cotidiano.(BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Sub – culturas de consumo, comunidades de marca e tribos tem se tornado grupos cada vez mais observados tanto pela academia de Marketing como pelas marcas. Alguns desses grupos já foram investigados principalmente nos EUA (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997; 2001). Estudos como os de Irwin (1973), indicam a possibilidade de uma organização semelhante representada pela figura do surfista. No Brasil, o mercado do surf, emprega mais de 140.000 pessoas e movimenta bilhões de reais anualmente (ZUCO ET AL, 2002). Com essa perspectiva em mente, o presente estudo teve como objetivo investigar a existência de uma sub – cultura de consumo relacionada ao Surf no Brasil. A pesquisa buscou entender também a relação das posses tanto para o Surfista como para o simpatizante, que é o grande consumidor desse mercado (FORNECK 2008), e a relação das empresas do setor com esses indivíduos. Para esse fim foi seguida uma abordagem qualitativa multi métodos, com a utilização e integração das técnicas de Videografia, observação não participante, entrevistas em profundidade e elicitação visual. Além de entrevistas com Surfistas, simpatizantes e produtores de Marketing (empresas) foram realizadas observações a lojas de Surf e a um torneio comemorativo do esporte. Os resultados apontam a existência de uma tribo, representada na figura do Surfista. Essa tribo se integra por um estilo de vida comum, baseado em ideais como o amor ao esporte, a comunhão com a natureza, estilo de vida saudável e uma linguagem própria. Os resultados também apontam que o simpatizante está inserido em uma grande cultura de consumo, em que o mesmo busca roupas e acessórios para ser identificado dentro da sociedade. É aparente também a ação das marcas de Surf na apropriação de alguns dos ideais e do estilo de vida do surfista para vender um cenário ideal e um novo estilo de vida ao simpatizante. / The consumption, especially in the capitalist societies, isn´t connected only to the functional value of products. But also to the symbols that they represent (MCCRACKEN 1988;2003; FEATHERSTONE 1995). In These societies, possessions have influence on the individual´s identity construction, Who search for products to associate himself to groups or sub groups in his every day life. (BELK 1988; SCHOUTEN e MCLAEXANDER 1995; COVA 1999;2010; MAFESSOLI 2006). Subcultures of consumption, brand communities and tribes have gained more attention from the Marketing academy and Brands. Some of these groups have already been researched especially in the US (SCHOUTEN e MCALEXANDER 1995 ; KOZINETS 1997 ; 2001). Studies like the one performed by Irwin (1973), indicates a similar organization on the figure of the Surfer. In Brazil, the Surf market is responsible for more than 140.000 jobs and generates billions in the local currency annually. (ZUCO ET AL, 2002). With this perspective in mind, the current study had the objective to investigate the existence of a subculture of consumption related to the Surf in Brazil. The research aimed to understand also the role of possessions to the Surfer and the Sympathizer, the biggest responsible for the purchases on this market (FORNECK, 2008), and the relation of the companies of this sector with these individuals. To achieve this goal, it was followed a multi – methods approach with the integration of the techniques like Videography, In dept interviews, non participant observations and Photo Elicitation Technique. The results points to the existence of a tribe, represented on the figure of the Surfer. This tribes integrates itself by a common life style based in ideals like love to the sport, communion with nature, an healthy life Style and an own language. The results also shows that the sympathizer is insert in an large culture of consumption, where he buys clothes and accessories to be an part of the society. It is also apparent the role of the Surf brands on the appropriation of some the ideals and life style of the surfer to sell an new an ideal scenario and life style to the sympathizer.