Quand le consommateur devient producteur (de soi)

Abstract : This paper identifies the mechanisms that have gradually made the consumer an active participant in the process of producing commodities, especially regarding intangible goods. The latter are specific in that their value is highly uncertain, and socially constructed. While institutional spheres have long played the central prescriptive role as cognitive authorities, now communities of consumers -who broadcast and share their views and comments- contribute more and more to the production of commodity value, thanks to new affordances of digital networks to foster visibility. Meanwhile lower entry barriers expand the circle of creators by including amateurs hoping to build their own reputation. Cultural and creative activity becomes a resource to construct one's personal value in the digital space.
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Valérie Beaudouin. Quand le consommateur devient producteur (de soi). Communications, De Gruyter, 2011, 88, pp.131-139. ⟨hal-00616679⟩

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