The Consumer As an Artist Citizen: the Emancipatory Potential of Art in the Formation of the Self and Public Sphere in the 21St Century Consumer Culture

Zafeirenia Brokalaki, King's College London
This research amalgamates consumer and cultural studies literature to explore self-expressive art practices in consumption settings. Using Habermas’s public sphere conceptualisation and an ethnographic case-study, we demonstrate the critical role of authorship in art-stimulated dialogical discourses impacting consumers’ multi-layered activation, public expression and marketplace conversions into late modern public spheres.
[ to cite ]:
Zafeirenia Brokalaki (2016) ,"The Consumer As an Artist Citizen: the Emancipatory Potential of Art in the Formation of the Self and Public Sphere in the 21St Century Consumer Culture", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 722-722.