Creative Cyborgs: How Consumers Use the Internet For Self-Realization

ABSTRACT - This article advances the perspective that consumers who engage in online collaboration construct, re-present, and create their Net self not primarily for others to view, but also for self-realization. A review of different ontological realities of the Net as a space for consumer activity provides the contextual framework from where possible forms and expressions of consumer self-realization on the Net become apparent. Empirical evidence is based on an online questionnaire and netnographic observation of the free/open-source movement. The findings reveal that consumers’ various forms of self-realization on the Net are characterized by 'materialization of mind’ and 'passionate work’, 'gift-giving’ and 'the communal self’, 'tech-culture’ and 'revolution’. The achievement of a digital Higher self is accompanied by a 'sense of immortality’ and 'merging with the Other’.



Citation:

Andrea Hemetsberger (2005) ,"Creative Cyborgs: How Consumers Use the Internet For Self-Realization", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 653-660.

Authors

Andrea Hemetsberger, University of Innsbruck



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA

Read More

Featured

K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision

Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel

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.