Drawn from the 11th Annual Consumer Culture Theory Conference, held in Lille, France, in July 2016, the 12 papers in this volume present research in consumer culture theory. Business, marketing, and management scholars from around the world discuss the application of French theory or revolutionary values to the shift from consumers to cultural intermediaries in the emerging Chinese fine wine market, the consumption phenomenon of home exchange, girls and gender inequality in gaming, the object agency of horses and horsemeat, and housing for help; issues related to consumer activism and sustainability, including refugee helpers, the role of subcultural activism in mainstream markets, public brand auditing in online networks, fandoms, and marketing and the existentialization of sustainability; and the digital revolution in terms of curatorial practices of consumers as collectors on YouTube and capturing and analyzing social media data like Instagram selfies.

Nil Özçaæglar-Toulouse, Univ Lille SKEMA Business School, France Diego Rinallo, Kedge Business School, Marseilles, France Russell W. Belk, York University, Toronto, ON, Canada

Consumer Culture Theory: Vive La Révolution Presidential address PART I: THE FRENCH REVOLUTION: LIBERTÉ, FRATERNITÉ, EGALITÉ Shifting The Focus From Consumers To Cultural Intermediaries: An Example From The Emerging Chinese Fine Wine Market - Jennifer Smith Maguire and Dunfu Zhang Stepping Into Strangers' Homes: Exploring The Consumption Phenomenon Of Home Exchange - Andrea Tonner, Kathy Hamilton and Paul Hewer Gamer Girls: Navigating A Subculture Of Gender Inequality - Robert L. Harrison, Jenna Drenten and Nicholas Pendarvis Object Agency Of A Living/Non-Living Animal Entity: The Case Of Horse/Horsemeat - Henna Syrjälä, Minna-Maarit Jaskari and Hanna Leipämaa-Leskinen Cultural Challenges Of Social-Economic Innovation: The Case Of “Housing For Help” - Domen Bajde and Lydia Ottlewski PART II: REVOLUTIONIZING THE MARKET: CONSUMER ACTIVISM AND SUSTAINABILITY Creating A Hyper-Place: How Refugee Helpers Create A Place For Their Values - Johanna F. Gollnhofer The Role Of Subcultural Activism In The Reshaping Of Mainstream Markets: From Positive To Negative Associations - Benjamin Rosenthal and Flavia Cardoso Public Brand Auditing: A Pathway To Brand Accountability - Sabrina Gabl, Verena E. Wieser and Andrea Hemetsberger Beyond The Market: The Societal Influence Of Fandoms - Gregorio Fuschillo Dying To Consume: Marketing And The Existentialization Of Sustainability - Thomas Derek Robinson and Jessica Andrea Chelekis PART III: THE DIGITAL REVOLUTION Materials Matter: An Exploration Of The Curatorial Practices Of Consumers As Collectors - Daiane Scaraboto, Marcia Christina Ferreira and Emily Chung Capturing And Analyzing Social Media Composite Content: The Instagram Selfie - Toni Eagar and Stephen Dann