Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption. Drawing on an extended qualitative investigation of international K-pop consumers, this study illustrates that this tension spurs consumers to pursue self-authorization—the reflexive reconfiguration of the self in relation to the social world—through which consumers grant themselves permission to continue consuming cultural difference. Four consumer self-authorization strategies are identified: reforming, restraining, recontextualizing, and rationalizing. Each strategy relies upon an amalgam of countervailing moral interpretations about acts of consuming difference, informing ideologies about the power relationships between cultures, and emergent subject positions that situate the consuming self in relation to others whose differences are packaged for consumption. Findings show notable conditions under which each self-authorization strategy is deployed, alongside consumers’ capacity to adjust and recombine different strategies as they navigate changing sociocultural and idiographic conditions. Overall, this study advances understanding of how consumers navigate the resurgent politics of marketized cultural diversity in an era of woke capitalism.

中文翻译：

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文化欣赏与文化挪用之间：文化差异消费的自我授权

文化欣赏与文化挪用的对立话语加剧了种族消费者主体和负责任的消费者主体之间的紧张关系，前者将文化差异的消费视为一种有价值的身份项目，后者的任务是考虑此类消费的社会影响。本研究利用对国际 K-pop 消费者的扩展定性调查，表明这种紧张促使消费者追求自我授权——自我与社会世界相关的反思性重构——消费者通过这种自我授权允许自己继续消费文化不同之处。确定了四种消费者自我授权策略：改革、约束、重新情境化和合理化。每一种策略都依赖于对消费差异行为的抵消道德解释的混合，告知意识形态关于文化之间的权力关系，以及新兴的主体立场，这些立场将消费自我与其他差异被打包用于消费的人联系起来。调查结果显示了部署每个自我授权策略的显着条件，以及消费者在应对不断变化的社会文化和具体条件时调整和重新组合不同策略的能力。总的来说，这项研究推进了对消费者如何在觉醒的资本主义时代驾驭市场化文化多样性复苏政治的理解。以及新兴的主体立场，将消费自我与其他差异被包装以供消费的人联系起来。调查结果显示了部署每个自我授权策略的显着条件，以及消费者在应对不断变化的社会文化和具体条件时调整和重新组合不同策略的能力。总的来说，这项研究推进了对消费者如何在觉醒的资本主义时代驾驭市场化文化多样性复苏政治的理解。以及新兴的主体立场，将消费自我与其他差异被包装以供消费的人联系起来。调查结果显示了部署每个自我授权策略的显着条件，以及消费者在应对不断变化的社会文化和具体条件时调整和重新组合不同策略的能力。总的来说，这项研究推进了对消费者如何在觉醒的资本主义时代驾驭市场化文化多样性复苏政治的理解。