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

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.



Citation:

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 .

Authors

Tiebing Shi, Queen's School of Business, Queen's University, Canada
Jay Handelman, Queen's University, Canada



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

More than just a number: The negative effect of 100% claims

Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel

Read More

Featured

Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.