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Proceedings of the 1996 Multicultural Marketing Conference pp 158–171Cite as

Afropoiesis: Towards a Multicultural Consumer Interface in Cyberspace

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Abstract

This paper presents a model for introducing an African American cultural presence into the emerging electronic marketplace. The author addresses three dominant themes; (1) symbolic consumption, (2) ethnic segmentation, and (3) the relevance of African American ethnic values and esthetics in electronically mediated environments. The proposed model draws from the fields of semiotics, computer science, communication, psychology, sociology, philosophy, art, as well as marketing.

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  1. Morehouse College, Norfolk, USA

    E. Vincent Carter

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  1. Old Dominion University, Norfolk, Virginia, USA

    Pravat K. Choudhury

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Carter, E.V. (2015). Afropoiesis: Towards a Multicultural Consumer Interface in Cyberspace. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_33

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