Click here to download

Digital prosumer’s creativity, diffusion and contamination of meaning
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
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 

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

  1. Anderson C. (2012), Makers. The new industrial revolution, Crown Publishing, New York.
  2. Augé M. (2009), Che fine ha fatto il futuro. Dai nonluoghi al nontempo, Eleuthera, Milano.
  3. Bauman Z. (2009), Capitalismo parassitario, Laterza, Roma-Bari.
  4. Beer D., Burrows R. (2010), Consumption, Prosumption and Participatory Web Cultures: An Introduction, Special Issue «Journal of Consumer Culture», vol. 10, n. 1, pp. 1-10.
  5. Boccia Artieri G. (2012), Stati di connessione. Pubblici, cittadini e consumatori nella (Social) Network Society, FrancoAngeli, Milano.
  6. Di Nallo E. (1998), Quale marketing per la societa complessa?, FrancoAngeli, Milano.
  7. Friedman T.L. (2007), Il mondo e piatto. Breve storia del ventunesimo secolo, Mondadori, Milano.
  8. Fuchs C. (2013), Digital prosumption labour on social media in the context of the capitalist regime of time, «T&S Time and Society», n. 22, pp. 1-27.
  9. Fuchs C. (2014), Social Media: A Critical Introduction, Sage, London.
  10. Gerken G. (1994), Addio al Marketing, Isedi, Milano.
  11. Jenkins H. (2007), Cultura Convergente, Apogeo, Milano.
  12. Jenkins H., Fors S., Green J. (2013), Spreadable Media: Creating Value and Meaning in a Networked Culture, New York University Press, New York.
  13. Jurgenson N. (2013), Digital Dualism and the Fallacy of Web Objectivity, testo disponibile in: (13 settembre 2013).
  14. Leadbatter C., Miller P. (2004), The Pro-Am Revolution, London, Demos.
  15. Lessig L. (2009), Remix. Il futuro del copyright (e delle nove generazioni), Etas, Milano.
  16. Lipovetsky J. (2007), Una felicita paradossale. Sulla societa dell’iperconsumo, Raffaello Cortina, Milano.
  17. Lukacs G. (1973), Ontologia dell’essere sociale, Editori Riuniti, Roma
  18. Marwick A. (2013), Status Update: Celebrity, Publicity and Branding in the Social Media Age, Yale University Press, New Haven (CT).
  19. Marwick A., boyd d. (2011), To See and Be Seen: Celebrity Practice on Twitter, «Convergence», vol. 17, n. 2, pp. 139-158.
  20. Mazzoli L. (2009), Il patchwork mediale. Comunicazione e informazione fra media tradizionali e media digitali, FrancoAngeli, Milano.
  21. Rifkin J. (2000), L’era dell’accesso. La rivoluzione della new economy,
  22. Mondadori, Milano. Ritzer G. (2013), Prosumption: Evolution, Revolution, or eternal return of the same, «Journal of Consumer Culture», vol. 13, n. 3, pp. 1-22.
  23. Roberts K. (2011), Why Lovemarks Are More Valid Than Ever, or Welcome to the Age of Now, testo disponibile in: «Ad Age», (14 febbraio 2011).
  24. Roberts K. (2012), Marketing is dead, testo disponibile in: «The Drum», (25 aprile 2012).
  25. Rushkoff D. (2013), Present Shock: When Everything Happens Now, Penguin, New York.
  26. Toffler A. (1980), The third wave, Bantam Books, New York.
  27. Toffler A. (1970), Future Shock, Random House, New York.
  28. Vaidhyanthan S. (2012), The Googlization of Everything: (And Why We Should Worry), University of California Press, Oakland (CA).
  29. Waldecki M.E. (1989), The Neon Cage, Self Published.

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


FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content