Prosumption as a discursive practice of consumer empowerment: integration of individual resources and co-prosumption of value in an online community

H Social Sciences > HB Economic Theory

Alhashem, Mohammed Adnan ; Moraes, Caroline,Szmigin, Isabelle

University:University of Birmingham

Department:Birmingham Business School

关键词: H Social Sciences;    HB Economic Theory;   

Others  :  http://etheses.bham.ac.uk//id/eprint/7520/2/Alhashem17PhD.pdf

来源: University of Birmingham eTheses Repository

【 摘 要 】

The purpose of this research is to explore the nature of an emerging practice known as ‘prosumption’, and interrogate its potential as a discursive practice which empowers consumers in an online community named Instructables. Prosumers combine the roles of consumers and producers to make their own products. A review of prosumption and closely-related practices (consumer co-creation) alongside discourses of consumer empowerment provides a guide to the research. A netnography-informed approach is used to collect data through a degree of participant observation and online depth interviews. Findings suggest that prosumption in Instructables is multidimensional in nature and benefits to prosumers. It suggests a typology of prosumers (assemblers, modifies, artists and inventors) to make a distinction between prosumer and co-creator roles. Findings also offer evidence of prosumption as a discursive practice of consumer empowerment through self-discipline and collective education in contrast to other exploitive practices such as consumer co-creation. This research finally contributes to the on-going evolution of consumer productivity and how consumers and producers participate as producers of value in market and society.