Identity Management Through Humor Expressions in an Online Gaming Community

Prakash Das, University of Calgary, Canada
Little is known about how consumer activities that draw upon modernistic notions of “consumer work” and “collective consumer creativity” foster community building. We present an interpretive study of an online gaming community and identify “humor expression” as consumer work that enhances community creativity through identity-based processes. Findings contest assumptions that community identity is mainly claimed by those possessing core community skills. In contested spaces, marginalized members attain recognition through humor-based creative identity work. Humor is a motive force that is creatively wielded by community members and assists in community building.
[ to cite ]:
Prakash Das (2013) ,"Identity Management Through Humor Expressions in an Online Gaming Community", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.