Transforming Homo Mechanicus Into Homo Ludens: Assembling Playfulness For Self-Care

Contextualizing assemblage theory, this study explores how individuals engage in ludic aspects of virtual communities. A netnographic study of a natural online self-care quest reveals transformations within the community, the individuals, and the discourse. Each level goes through a four-stage stabilization process of ignition, connection, discovery, and strength.


Marat Bakpayev, Anna Margulis, and Olga Podolska (2021) ,"Transforming Homo Mechanicus Into Homo Ludens: Assembling Playfulness For Self-Care", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 916-916.


Marat Bakpayev, University of Minnesota Duluth
Anna Margulis, Universite du Quebec en Outaouais
Olga Podolska, Access Multi-Specialty Medical Clinic


NA - Advances in Consumer Research Volume 49 | 2021

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