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.

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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):
Supervisor(s)EmailORCID
Moraes, CarolineUNSPECIFIEDUNSPECIFIED
Szmigin, IsabelleUNSPECIFIEDUNSPECIFIED
Licence:
College/Faculty: Colleges (2008 onwards) > College of Social Sciences
School or Department: Birmingham Business School
Funders: Other
Other Funders: King Abdulaziz University, Saudi Arabia
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HT Communities. Classes. Races
URI: http://etheses.bham.ac.uk/id/eprint/7520

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