Prosumption and Marketing Discourses
Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Bernard Cova, Véronique Cova, Gregorio Fuschillo
Publishing Year 2012 Issue 2012/43
Language Italian Pages 21 P. 41-61 File size 121 KB
DOI 10.3280/SC2012-043004
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This paper reveals the three major faces of the "new consumer" that have emerged during the last thirty years throughout marketing discourses. The paper shows how these faces interact to format the structure of consumer competencies: individualistic competencies of dialogue are combined with hedonistic competencies of play together with creative competencies of resources integration. The paper concludes with a discussion about the existence within these marketing discourses of a governmental process that puts pressure on today’s citizens to see and think of themselves as consumers in the first instance.
Keywords: Co-creation; competencies; creative; governmentality; hedonistic; prosumer
Bernard Cova, Véronique Cova, Gregorio Fuschillo, Prosumerismo e i discorsi di marketing in "SOCIOLOGIA DELLA COMUNICAZIONE " 43/2012, pp 41-61, DOI: 10.3280/SC2012-043004