How Does Drama Drive Market Evolution? the Co-Optation of Music Downloading

Giesler and Luedicke’s presentation will develop the historical process of co-optation us-ing seven-year ethnographic data set on the war on music downloading and the construct of marketplace drama, a fourfold series of antagonistic performances among opposing stakeholder groups of consumers and producers through which their divergent ideological goals are attained and the economic and competitive characteristics of specific market structures are transformed. This theoretical construct offers a useful mechanism for ex-amining how a market system’s ideals and norms are historically institutionalized in a dramatic market narrative, which provides the dynamic meaning system in which the as-similation of subcultural consumption styles is situated.


Markus Giesler and Marius Luedicke (2007) ,"How Does Drama Drive Market Evolution? the Co-Optation of Music Downloading", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 527-530.


Markus Giesler, York University, Canada
Marius Luedicke, University of Innsbruck, Austria


E - European Advances in Consumer Research Volume 8 | 2007

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