“Subcultures of Prosumption” – Prosumption As Distinction in Freeskiing

The article seeks to develop a cultural explanation of prosumption (Toffler 1980, Kotler 1986) that focuses on the social environment of prosumtion instead of the role of the individual prosumer. Expanding on the notion of Subcultures of Consumption (Schouten & McAlexander 1995), it suggests seeing prosumtion practices as a functional equivalent rather than antagonist of commodity consumption in that it provides symbolic means of subcultural distinction. Prosumption is thus not understood as the spread of productive capacity to consumers (i.e. through technological change), but rather as a growing valorization of creativity which is displayed through performative practices of prosumtion.


Niklas Woermann (2011) ,"“Subcultures of Prosumption” – Prosumption As Distinction in Freeskiing", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 627-628.


Niklas Woermann, University of St. Gallen, Switzerland


E - European Advances in Consumer Research Volume 9 | 2011

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