Tag: soonkwan hong

DECA Students Travel Downstate


Michigan Tech’s Collegiate DECA members attended the DECA State Career Development Conference earlier this month. In addition to networking with thousands of DECA members from Michigan, members were afforded the opportunity to take knowledge developed inside the classroom and transform it into solutions to real world problem. Of the students who attended, 75% of them qualified for the National Conference to be held in Orlando, FL at the end of April. One of the students, Jeffery Hines, even placed 2nd overall in his event. Other awards were handed out to the National Conference nominees, proving not only their ability to be hands on with problems, but the ability to solve them in a timely, and professional manner.

Are you interested in joining Tech’s DECA team? Contact Advisor Soonkwan Hong at shong2@mtu.edu or visit their webpage.

This article was written by Cassandra Barry.

On the Road: Marketing Faculty presents in Vancouver, BC

Assistant Professor of Marketing Soonkwan Hong

In early October Assistant Professor of Marketing, Soonkwan Hong, presented two research papers at the Association for Consumer Research conference held in Vancouver, Canada.

The presentations were titled, “Mythologized Glocalization of Popular Culture: A Postcolonial Perspective,” and “Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity.”






More about the Presentations

Mythologized Glocalization of Popular Culture: A Postcolonial Perspective
Soonkwan Hong, Michigan Technological University, USA
Chang-Ho Kim, Nam-Seoul University, South Korea
This netnographic research reveals that the glocalization process of Korean popular culture cannot be reduced to a uni-discursive thesis that immortalizes the themes of cultural imperialism. Globalization of popular culture necessitates hybridity that uses the same traditional ingredients, but transforms into a new taste based on a new cultural recipe.

Cruising the Unadulterated Terrain of Consumption: Rural Snowmobilers’ Interpellation through Collective Simplicity
The reflexive interpellation process unveiled by rural snowmobilers helps explicate how poor rural consumers maintain ontological security. The received view of inherited and institutionalized cultural and symbolic capital is inapplicable to the context where upward sociocultural mobility is collectively achieved through agentic appropriation of highly stylized and politicized consumer movements.