วัฒนธรรมการบริโภคตราสินค้าโลโมกราฟฟีและการรับรู้เกี่ยวกับตนเองของวัยรุ่น

Abstract

The qualitative study was conducted with the aims to study : (1) consumption culture of Lomography. And (2) teenagers’ self-concept derived from consumption culture of Lomography. Depth interview was the method performed with two groups of consumers. The first one was the group of 10 consumers who were fond of Lomography and have used it for 3 years or more. The other was the group of 10 teenagers aged between 17-25 years old who favored Lomography and have used it for at least 1 year. The results significantly depicted that Lomography was a brand that has noticeable characteristics of consumption culture in many ways, from being a brand with long history to being a brand having its own distinctive rules, norms, and motifs set by its devoted members. However, since its consumption culture was established in Thai social context, there was no obvious enmity or opposed feelings to other products in the similar constellations. For teenagers’ self-concept derived from consumption culture of Lomography, it was found that the consumers used the brand congruent with their self-images. First, the consumers who had self-perception as an actual self preferred Lomography due to its unique characteristics complying with their personalities and easy-going but sometimes anti-social and difference-seeking lifestyles. Second, those who had self-perception as an idea self would favor Lomography because of the influences of mass media, peer groups, and social trends. In other words, they tended to use Lomography’s assumable images for expressing their selves to the public.