This book reimagines what it means to craft a self in contemporary life. Russ Belk's classic work on the extended self which shows how possessions and relationships form part of identity, along with his more recent writing exploring how digital technologies and transhumanism are shaping the boundaries of personhood, forms the foundation. Building on this, Craig Thompson questions the idea of a single, stable self, proposing instead that identity emerges through networks of social and technological relations. He urges greater reflexivity in how consumer researchers construct and interpret the self. Consistent with this call, several authors situate these debates within wider historical and political contexts. Taken together, these contributions present the self as dynamic, relational, and politically charged. They call for a more critical and ethically engaged approach to grasp how identities are formed within the intertwined systems of consumption, technology, and power.
Conceptualising the Consumer will appeal to students and researchers in consumer behaviour, marketing theory, sociology and digital anthropology. It will also interest practitioners in marketing and digital strategy seeking deeper insights into consumer identity construction in the digital age.
The chapters in this book were originally published as a special issue of Journal of Marketing Management.
This book reimagines what it means to craft a self in contemporary life. The contributions present the self as dynamic, relational and politically charged. They call for a more critical and ethically engaged approach to grasp how identities are formed within the intertwined systems of consumption, technology and power.
Introduction: Extending and distributing the self
1. Towards an ontology
of consumers as distributed networks (or the end of consumer research as we
know it?): retrospective insights from the praxeomorphism of Russell Belks
extended self
2. Apples, oranges, and self
3. It is not consumption
technologies that have put the self in peril
4. Light selves: where (and
what) are the politics in consumer culture theory?
5. The distributed body
6.
Reflections on a reimagined future for consumer research
7. An ontology of
consumers as distributed networks: a question of cause and effect
8.
Praxeomorphology, ontology, and renewal of post-consumer personhood
9.
Desperately seeking the elusive epistemic consumer: reflections on
reflexivity
10. Beyond the extended and distributed self: from subliminal
extended selves to nonlocality and neurocapitalism
Mark Tadajewski is Honorary Visiting Professor of Marketing at University of York, Royal Holloway University of London, and The Open University. He is Editor-In-Chief of the Journal of Marketing Management. A distinguished marketing historian, his research explores the political, economic, and social contexts that shaped marketing's development. His groundbreaking work reveals marketing's surprising connections to psychical research, telepathy, and spiritualism, challenging conventional narratives about the discipline's origins.
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