The War on Downloading: a Music Marketplace Drama in Four Acts

Markus Giesler, Schulich School of Business
Marius Luedicke, Schulich School of Business
Prior studies have investigated the dramatic underpinnings of consumption practices and consumer lifestyle orientations. Traditionally, these studies take for granted that the drama-turgical interests of consumers and producers align. Consequently, this research stream has ne-glected the important role of cultural conflict in driving dramatic consumption. To redress this oversight, we develop and present empirical evidence for the process of marketplace drama. A marketplace drama is a sequence of antagonistic ritualistic performances among opposing groups of consumers and producers, through which their divergent ideological goals are at-tained and the normative patterns of social interaction in the marketplace are changed. We use this dramaturgical framework to investigate the war on music downloading. Implications for extant literatures on social drama, dramatic consumption and marketplace conflict are considered and future research directions are provided.
[ to cite ]:
Markus Giesler and Marius Luedicke (2007) ,"The War on Downloading: a Music Marketplace Drama in Four Acts", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 488-490.