Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Giorgio Degli Esposti
Publishing Year 2014 Issue 2014/47 Language Italian
Pages 13 P. 116-128 File size 178 KB
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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
Giorgio Degli Esposti, La creatività dei prosumer digitali ed i processi di diffusione e contaminazione del significato in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp 116-128, DOI: 10.3280/SC2014-047010