The ‘dividual’ is semiocapitalist consumer culture
Joel Hietanen, Oscar Ahlberg, Andrei Botez
Abstract
We connect the notion of the consumer as 'dividual' to contemporary automation of consumer culture. By envisioning the issue within a semiocapitalist horizon, we ponder the general affectivity of consumer experience as accelerating but largely veiled processes of desire, incessant accumulation, and intensifying technologies.
Topics & Concepts
Consumer CultureMarketingBusinessSociologyAdvertisingDigital Media and PhilosophyFashion and Cultural TextilesInnovative Human-Technology Interaction