Article2022

The ‘dividual’ is semiocapitalist consumer culture

Joel Hietanen · Oscar Ahlberg · Andrei Botez

24 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Psychoanalysis, Philosophy, and Politics Cultural Studies and Postmodernism

Abstract

We connect the notion of the consumer as ‘dividual’ to contemporary automation of consumer culture. By envisioning the issue within a semiocapitalist horizon, we ponder the general affectivity of consumer experience as accelerating but largely veiled processes of desire, incessant accumulation, and intensifying technologies.

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References

1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1992Postmodernism, or, The Cultural Logic of Late Capitalism 2005Consumer Culture Theory (CCT): Twenty Years of Research 2009Capitalist Realism: Is There No Alternative?2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 1983The Differend: Phrases in Dispute 1995Liberatory Postmodernism and the Reenchantment of Consumption

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