Rituals of cruise consumption and the 'new' middle class: desiring and 'devouring' maritime cruises

Abstract

The consumption of maritime cruises is one of the most striking facets of the phenomenon of a new middle class emergence in Brazil. This study investigates the use of maritime cruises by emerging middle-class consumers to enact their new social status. Specifically, the research looks at ritualistic behaviour performed by consumers before, during, and after a cruise. The research uses a multi-method design characterised by a combination of ethnography and group discussions. The study contributes to enlarge McCracken’s typology of consumption rituals, showing how emerging consumers use the cruise as a rite of passage, during which they perform rituals of preparation, production, possession, and divestment. It also sheds light on specific rituals performed by consumers in order to transfer meanings from the cruise to their own selves. Finally, the findings suggest that consumption rituals in the context of social ascent may not have the transformative power of traditional rites.

Keywords:

• Rites of passage
• consumption rituals
• new middle class
• emerging economies
• maritime cruises
• Brazil