Consumer Creativity and Ideological Conflicts: an Investigation of the Free/Open Source Software Community

Tiebing Shi, Queen's School of Business, Queen's University, Canada
Jay Handelman, Queen's University, Canada
This paper examines consumer creativity in a context of a conflict-laden consumer community. Using a netnography methodology, we analyzed data collected from online archives of consumer discourses of several web sites of the Free/Open Source Software community. Drawing on Berman’s view of creativity that sees creativity as a community-based, political-cultural process, we find that ideologies and authority underlie the creative process and that consumers blend conflicting ideologies to construct their own ideologies to enhance the legitimacy of their creative process, thereby reducing the power of dominant firms in the marketplace.
[ to cite ]:
Tiebing Shi and Jay Handelman (2010) ,"Consumer Creativity and Ideological Conflicts: an Investigation of the Free/Open Source Software Community", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 670-671 .