Affectual Assemblage: Consumption Text and Market Emergence

Gry Høngsmark Knudsen, University of Southern Denmark, Denmark
Dannie Kjeldgaard, University of Southern Denmark, Denmark
This paper develops the concept of affectual assemblages to capture the emotional flows that emerge in readings of commercial videos on YouTube. We argue that assemblage affords a realist perspective and support the analysis of contingent aspects of market emergence through its awareness of agentic aspects of texts and technology.
[ to cite ]:
Gry Høngsmark Knudsen and Dannie Kjeldgaard (2015) ,"Affectual Assemblage: Consumption Text and Market Emergence", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 789-789.