Unleashing the animal within: Exploring consumers’ zoomorphic identity motives
Through netnographic inquiry, we explore the practice of zoomorphism by one group of ‘anthromorphs’ – Furries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring
these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. Building on this, we also identify two ways (constructing a fursuit and engaging in ritualised animalistic behaviour) in which Furries reinforce their communal status through
authoritative performances that involves ‘giving oneself to the animal spirit’. To our knowledge, this study represents the first examination of Furry consumer culture, and contributes to our understanding of human–animal relations through insights for anthropomorphism, zoomorphism,
and the extended self. Specifically, we identify that Furries draw on an anthropomorphised animal spirit to heal feelings of disconnection with the postmodern world. In contrast to studies on anthropomorphism, consumers draw on animal spirits to define their internal sense of self and operate
more effectively within the world.
Keywords: Furry; anthropomorphism; authentication; netnography; zoomorphism
Document Type: Research Article
Affiliations: 1: Canterbury Christ Church University, UK 2: University of Bath, UK
Publication date: 01 January 2013
- Terms & Conditions
- Aims & Scope
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content