... 5The Evolution of a Subculture of ConsumptionJohn W. Schouten, Diane M. Martin and James H. McAlexanderIntroductionThe power of an elegant theory lies partially in its ... address changes we have observed and the forces behind them. Next, we recount how a critical turn (Martin, Schouten, and McAlexander, 2006) enriched our understanding of the subculture by uncovering ... traditions.Challenged publicly for our own hegemonic stance (Thompson, 2002), we followed author Martin s lead in revisiting our ethnographic corpus from a feminist perspective in order to uncover...