Consumer workers as immaterial labour in the converging media markets: three value-creation practices

Johanna Moisander, Saara Könkkölä, Pikka-Maaria Laine

Tutkimustuotokset: Kirjoitus lehdessä tai erikoisnumeron toimittaminenArtikkeliTieteellinenvertaisarvioitu

11 Sitaatiot (Scopus)


This paper takes a practice-based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value-creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self-respect. Overall, the paper suggests that in global media environments, consumer-customers are playing increasingly significant strategic roles in the practices and processes through which value is co-created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities n
JulkaisuInternational Journal of Consumer Studies
TilaJulkaistu - 2013
OKM-julkaisutyyppiA1 Vertaisarvioitu alkuperäisartikkeli


  • Liiketaloustiede
  • Media- ja viestintätieteet

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