Culture Creators: Co-Production in Second Life

This study examines how consumers today are forging identities through co-production. An analysis of both today’s socio-historical context that Web 2.0 users live in and virtual ethnographic data obtained in Second Life are examined to better understand both the success of Web 2.0 companies and our theoretical notion of how consumers today are leaving their mark on the world. We propose that today’s consumers are not content to construct their identities through consumption (taste expression), but demand the ability to produce their identities through production (taste creation) even in a fantasy context. We apply the term culture creators to these consumers and explore their worlds (their first and “second” lives).


Gulnur Tumbat and David Horowitz (2008) ,"Culture Creators: Co-Production in Second Life", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 44-48.


Gulnur Tumbat, San Francisco State University
David Horowitz, Sonoma State University


NA - Advances in Consumer Research Volume 35 | 2008

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