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Digital prosumer’s creativity, diffusion and contamination of meaning
Journal Title: SOCIOLOGIA DELLA COMUNICAZIONE  
Author/s: Giorgio Degli Esposti 
Year:  2014 Issue: 47 Language: Italian 
Pages:  13 Pg. 116-128 FullText PDF:  178 KB
DOI:  10.3280/SC2014-047010
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Starting from the hyperconsumption concept and how the evolution of digital technologies is shaping a new relationship between production and consumption, this paper aims to analyse the digital prosumer’s role in the value creation process. The author’s focus is upon marketing and storytelling evolution and highlights the transition from virality to spreadability of content, the collapse of the context in social media environment, the digital prosumer’s empowerment/exploitment paradox. The contemporary brand according to the author is a resilient actor, his thesis is supported by literature and case studies.
Keywords: Hyperconsumption, resiliency, prosumer, production, consumption

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Giorgio Degli Esposti, Digital prosumer’s creativity, diffusion and contamination of meaning in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp. 116-128, DOI:10.3280/SC2014-047010

   

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