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Prosumption and Marketing Discourses
Author/s: Bernard Cova, Véronique Cova, Gregorio Fuschillo 
Year:  2012 Issue: 43 Language: Italian 
Pages:  21 Pg. 41-61 FullText PDF:  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, Prosumption and Marketing Discourses in "SOCIOLOGIA DELLA COMUNICAZIONE " 43/2012, pp. 41-61, DOI:10.3280/SC2012-043004


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