Forget Negotiation: the Non-Dialectical Model of Identity Project By Extreme Sports Participants

Identity negotiation has enabled contemporary consumers to ingeniously circumvent the calcified symbolic associations, norms, and power relations in the market while still conforming to socio-culturally created and marketized meanings. Ethnographic data collected from the X Games venues, however, demonstrate that dialectical negotiation of identity contributes much less than postulated to the performance of consumer identity.