Social Production of Medicine in a Virtual Health Community Organization

This research explores new systems of marketing developing as a result of transformations in technology (Web 2.0), consumer/marketer value systems, forms of discourse and institutional roles, and provides insights into developments in healthcare provision through a netnographic inquiry of a web-based Medicine 2.0 community organization, patientslikeme.com (PLM). I attract attention to the meso level legitimation processes that develop and maintain these new forms of interaction, and enable people’s participation in sharing their private health data and experiences. Theoretically, I point to (1) the shift from government intervention to the multitude of diverse healthcare actors in organizing sharing of private health information and negotiating meanings of privacy/disclosure through non-dominating discursive regimes, and (2) (re)institutionalization of surveillance in healthcare through clinical research and multilevel connectedness among healthcare actors enabled by PLM.



Citation:

Handan Vicdan (2011) ,"Social Production of Medicine in a Virtual Health Community Organization", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Handan Vicdan, Eastern Kentucky University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Signaling Fun: Anticipated Sharing Leads to Hedonic Choice

Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

J12. The Influence of Pet-Ownership on Consumer Behavior

Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, 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.