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Title: Prosumption as a discursive practice of consumer empowerment : integration of individual resources and co-prosumption of value in an online community
Author: Alhashem, Mohammed Adnan
ISNI:       0000 0004 6347 414X
Awarding Body: University of Birmingham
Current Institution: University of Birmingham
Date of Award: 2017
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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.
Supervisor: Not available Sponsor: King Abdullah Scholarship Programme
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HB Economic Theory ; HT Communities. Classes. Races