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- Charitsis, Vassilis, et al.
(författare)
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'Made to Run' : Biopolitical marketing and the making of the self-quantified runner
- 2019
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Ingår i: Marketing Theory. - : Sage Publications. - 1470-5931 .- 1741-301X. ; 19:3, s. 347-366
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Tidskriftsartikel (refereegranskat)abstract
- While previous critical marketing research on co-creation has focused on how consumers’ cognitive and social abilities are governed, this article focuses on how firms’ marketing strategies attempt to govern every aspect of consumers’ lives. By drawing on a biopolitical framework and a study of Nike+, a marketing system for runners which Nike has developed around its self-tracking devices, three biopolitical marketing dimensions were identified: the gamification of the running experience, the transformation of running into a competitive activity and the conversion of running into a social activity. In identifying these marketing dimensions, the study demonstrates how self-tracking affordances are deployed in the development of a biopolitical marketing environment that tames, captures and appropriates value from different aspects of consumers’ lives, including – and combining – their social behaviours, cognitive capacities and bodily conducts. This article contributes to critical studies of value co-creation by focusing on the tamed self-tracking body as a resource for value creation, but also by demonstrating that consumers engage, through cognitive labour, in the production of the biopolitical environment that leads to their exploitation.
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- Charitsis, Vassilis
(författare)
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Prosuming (the) self
- 2016
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Ingår i: Ephemera. - Leicester. - 2052-1499 .- 1473-2866. ; 16:3, s. 37-59
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Tidskriftsartikel (refereegranskat)abstract
- Web 2.0 has placed prosumption at the very centre of economic value creation. Digital prosumption has been usually associated with user-generated content. However, recent studies argue for a need to also treat user generated data as a form of prosumption labour, as it is the appropriation and exploitation of these data that fuels digital capitalism. In this paper I analyze self-tracking as a form of digital prosumption. When people use the increasingly popular self-tracking devices, they produce huge amounts of data about themselves, referred to as self-quantification, which firms draw on to create value. The paper aims to expand on the notion of data production as prosumption labour by focusing on self-quantification. I draw on Dallas Smythe’s concept of the ‘audience commodity’ to analyze the commodification and valorization of life through selfquantification practices. I argue that through the generation of data the quantified-self becomes the ‘prosuming self’ that generates value through her own tracked life, but also the ‘prosumed self’, an active and entrepreneurial subject that is governed to produce the kinds of data that can create value for firms.
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- Charitsis, Vassilis
(författare)
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Self-tracking, datafication and the biopolitical prosumption of life
- 2018
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The marketing literature has both celebrated and critically scrutinised the active engagement of consumers in value-creation processes. These opposing analyses share a focus on the mobilisation of consumers’ social and cognitive abilities for value creation. This thesis contributes to this discussion by exploring how diverse aspects of consumers’ lives become involved in value creation, leading the entirety of life to become a resource. In particular, the thesis focuses on the popular consumption phenomenon of self-tracking, which allows and enables consumers to track, quantify and datafy diverse facets of their lives. Drawing on data from two empirical studies, which were based on interviews and observational netnography, the thesis engages with the notion of biopolitical marketing to analyse the extraction and appropriation of value from consumers’ lives.The thesis contributes to the critical marketing literature by advancing the understanding of the biopolitical nature of marketing in extracting value from consumers’ lifestyles and subjectivities. The theoretical contributions include the notions of the “biopolitical prosumption of life”, the “prosumed self” and the “prosuming self”. The “biopolitical prosumption of life” entails the “creation of worlds” that allow and enable the development of market-aligned subjectivities, which can generate value for corporate interests. The notions of the “prosumed self” and the “prosuming self” are introduced to frame and elucidate these subjectivities. The empirical findings suggest that marketing interventions foster the development of marketing environments (“worlds”) that seek to contain consumers while allowing them to act freely, albeit in ways that augment the value that can be extracted and appropriated.
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