Inter‐cultural adolescent ritual practice

Scholars disagree as to whether or not a homogeneous global youth culture exists. This study explores the nuances and glocalisation of authentic adolescent ritual practice/s in Scotland and the USA. The high school prom is a ritual imported recently to the UK from the USA. This study reports on questionnaire responses and focus group data with adolescents in Scotland and US exchange students at UK universities. The study probes the assumptions and realities that constitute authentic appropriation of this event. Scottish adolescents' perceptions of US high school prom practice emphasises the presence of indexical cues whereas Scottish practice relies on the iconic. Indexical and iconic cues are interdependent for US respondents. Future research opportunities as well as marketing implications are provided. Copyright © 2012 John Wiley & Sons, Ltd.