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

Alhashem, Mohammed Adnan (2017). Prosumption as a discursive practice of consumer empowerment: integration of individual resources and co-prosumption of value in an online community. University of Birmingham. Ph.D.

Preview

Alhashem17PhD.pdf
PDF - Accepted Version
Download (2MB)

Abstract

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.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):