“Materialità”, “Extended Self”, “New Media Literacy”: processi di consumo nel mondo digitale (e come gli oggetti partecipano alle dinamiche istituzionali dei mercati) Francesco Crisci, PhD Lezione di Marketing - Corso di Laurea in Economia Aziendale (Università di Udine, sede di Pordenone)
18
Embed
(e come gli oggetti partecipano alle dinamiche ...criticalmanagement.uniud.it/fileadmin/user_upload/Crisci_mkgt_PN... · (e come gli oggetti partecipano alle dinamiche istituzionali
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
“Materialità”, “Extended Self”, “New Media Literacy”: processi di consumo nel mondo digitale
(e come gli oggetti partecipano alle dinamiche istituzionali dei mercati)
Francesco Crisci, PhD
Lezione di Marketing - Corso di Laurea in Economia Aziendale (Università di Udine, sede di Pordenone)
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
Archeologia come “discipline of things”
4
• “The History of the World in 100 Objects” (a British Museum and BBC Radio 4 project) as “revelatory incident” (Belk 1988, 2006):
The “MacGregor-method”: «In these programs, I’m travelling back in time and across the globe, to see how we humans have shaped our world and been shaped by it over the past two million years. And I’m going to tell a history of the world in a way which has not been attempted before, by deciphering the messages which objects communicate across time – messages about peoples and places, environments and interactions, about different moments in history and about our own time as we reflect upon it. I’ve chosen just a hundred objects […], carefully designed and then either admired and preserved or used, broken and thrown away – from a cooking pot to a golden galleon, from a Stone Age tool to a credit card, and all of them come from the collection of the BM» (MacGregor, ep. #01, January 2010, BBC Radio 4).
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
5
Materialità, “Consuming History” e Institutional Work
“consuming history” (*) Popular History “Amateurs” Histories Performing and Playing
HistoryEnabling work - Narrative History - Local History - Reinhabiting the Past
Policing - Autobiography & Personal Memoir
- Roots, Identity, Genealogy -
Mythologizing - Public Historian, Historian in Public
- Popular Archaeology, Treasure Hunting
- Role Playing and History
Valourizing - - New Sources, New Tools, New Archives
- Living Museums/Living History
Routinizing - Historical Biography - History as Hobby, Collecting & Antiquing -
“institutional work” (**) definitions
Enabling work the creation of rules that facilitate, supplement and support institutions, such as the creation od authorizing agents or diverting resources
Policing ensuring compliance through enforcement, auditing, and monitoringMythologizing preserving the normative underpinning of an institution by creating and sustaining
myths regarding its historyValourizing/Demonizing
providing for public consumption positive and negative examples that illustrates the normative foundations of an institution
Routinizing actively infusing the normative foundations of an institution into the participants’ day to day routines and organizational practices
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
6
Come gli “oggetti diventano cose” (archaeological artifacts work as agents)
• Narrative History • Autobiography and Personal Memoir • Public Historian, Historian in Public• Historical Biography
• Local History • Roots, Identity, Genealogy • Popular Archaeology/Treasure Hunting • New Sources, New Tools, New Archives • History as Hobby/Collecting &
Antiquing
• Reinhabiting the Past• Role Playing and History • Living Museums/Living History
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
7
How “archaeological things” are part of the institutional work?
• Narrative History• Local History • Reinhabiting the Past
• Autobiography & Personal Memoir
• Roots, Identity, Genealogy
• Public Historian/Historian in Public
• Popular Archaeology/Treasure Hunting
• Role Playing and History
• New Sources, New Tools, New Archives
• Living Museums/Living History
• Enabling work
• Policing
• Mythologizing
• Valourizing
• Historical Biography • History as Hobby/
Collecting & Antiquing• Routinizing
«How a society consumes its history is crucial to the understanding of contemporary popular culture, the issues at stake in representation itself, and the various means of self- or social construction available. Indeed, it allows us to question the very notion of consumption, too, articulating the concept across a variety of different media and socio-economic models. Consumption practices influence what is packaged as history and work to define how the past manifests itself in society» (de Groot 2009: Introduction)
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
8
Discussione (1): “Key Takeaways” and Implications
• from “(re)turn of things” & “materiality of the historical narrative” (Olsen et al. 2012; Olsen 2013) to an “archaeology of matter” (in consumer behavior: Belk 2010, 2013; Tumbat, Belk 2013; Belk et al. 1989):
• empirical implication (de Groot 2009): “the phenomena considered here tell us much about the possible relationship to, and valuing of, historical knowledge. They offer a series of versions of the past that suggest a variety of experience but also a deep sophistication in reading and responding to historical discourse” (p. 6)
• theoretical implications for market system analysis (for example: Marketing Theory, 2017, special issue; Giesler, Fischer 2017):
• markets as complex social systems • co-constitution of marketplace reality • focus on change and development
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
10
• Software culture e media digitali (Manovich 2013): «per “creare, ricevere, distribuire e interagire con gli artefatti culturali” il software rappresenta la nostra interfaccia con il mondo, con gli altri, con la nostra memoria e la nostra immaginazione»
• Arduino: “prototipazione” facile, veloce ed economica. La cultura del tinkering: “giocare con la tecnologia, esplorare diverse possibilità direttamente su hardware e software, a volte senza uno scopo ben definito” (Manuale, p. 22).
• Le proprietà dei media digitali (“nel/dal” caso Arduino): • “la manipolazione delle tastiere” (sono rappresentazione numeriche) • “il patchin” (hanno una struttura modulare) • “il circuit bending” (permettono una certa automazione) • “amiamo i rifiuti” e “modificare i giocattoli” (la variabilità riguarda la
mutabilità e liquidità dei dati) • “collaborazione” (la transcodifica culturale configura l’artefatto da un
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
Il concetto di partecipazione del consumatore. Differenti approcci:
• lead users o dell’innovazione collaborativa • del service encounter o della coproduzione dei servizi • della resistenza del consumatore in cui il consumatore non accetta o
manipola l’offerta dell’impresa per “riappropriarsene” • della creazione dell’esperienza in cui è l’esperienza ad essere co-
creata da produttore e consumatore • del consumer empowerment in cui il consumare cerca un “riequilibrio”
del potere nel rapporto con il produttore • della consumer agency in cui la “cultura del consumatore” è
riconducibile al fatto di essere un “agente narrativo” della propria esperienza di consumo
• del working consumers (in senso stretto) in cui il tema della co-creazione del valore si scontra con il rischio del doppio sfruttamento dei consumatori da parte delle imprese (appropriazione della conoscenza che il consumatore mette a disposizione attraverso il mercato o configurazioni dello stesso)
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
15
• Digital Possession: un artefatto digitale “acquista significato entro una rete di relazioni materiali, come un sistema di alleanze che l’oggetto tesse”, un processo di traslazione delle pratiche d’uso, frutto di una trattativa tra le differenti parti in causa» (Law 1986, Callon 1998; Latour 2005)
• Digital Consumers’ Work: produttori e consumatori con competenze digitali (new media literacy) creano e manipolano contenuti (testi digitali) attraverso appositi supporti, scambiando valore trasformando relazioni sociali (Jenkins 2006) (analogia testuale della “cooperazione interpretativa”)
Discussione (2): “Key Takeaways”• Arduino come media technology è un complesso sistema
“tecnico e culturale” che plasma se stesso in termini di funzioni e obiettivi (come una “costruzione politica”)
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
Riferimenti bibliografici
Arnould E.J., Thompson C.J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31, March, 868-82
Araujo L., Finch J., Kjellberg H. (eds.) (2010). Reconnecting Marketing to Markets. Oxford: OUP. Belk R.W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-153. Belk R.W., a cura di (2006). Handbook of Qualitative Research Methods in Marketing. London: Routledge. Belk R.W. (2013), “Extended Self in a Digital World”, Journal of Consumer Research, 40, 477-500 Belk R.W., Llamas R., a cura di (2013), The Routledge Companion to Digital Consumption. London: Routledge. Belk R.W., Wallendorf M., Sherry J.F. (1989). The sacred and the profane in consumer behaviour: Theodicity on the
Odyssey. Journal of Consumer Research, 16, 1-37. Carù A., Cova B., a cura di (2007), Consuming Experiences. London: Routledge. Cova B. (2010), Il marketing tribale, Milano, Il Sole 24 Ore Cova B., Kozintes R., Shankar A., a cura di (2007), Consumer Tribes. London: Routledge. Cova B., Dalli D. (2009a). “Working Consumers: The Next Step in Marketing Theory”. Marketing Theory, 9, September, 315-39, Cova B., Dalli D. (2009b). “The Linking Value in Experiential Marketing: Acknowledging the Role of Working Consumers”. In Maclaran P., Saren M., Stern B., Tadajewski M., eds., Marketing Theory, London: Sage. Dolbec P.-Y., Fischer E. (2015). “Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets”, Journal of Consumer Research, 41, 1447-1468. Figueiredo B., Scaraboto D. (2016), “The Systemic Creation of Value Through Circulation in Collaborative Consumer Network”. Journal of Consumer Research, 43, 509-533. Kozinets R.V. (2001). Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption. Journal of
Consumer Research, 28, June, 67-88. Kozinets R.V. (2015), Netnography. Redefined, London: Sage. Lawrence T.B., Suddaby R. (2006), “Institutions and Institutional Word”, in Clegg S.R. et al. (eds.), Handbook of
organization studies, London: Sage. Lawrence T.B., Suddaby R., Leca B. (eds.) (2009), Institutional work: Actors and agency in institutional studies of
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
17
Maclaran P., Saren M., Stern B., Tadajewski M., a cura di (2009). Marketing Theory. London: Sage. Marketing Theory (2017), “Market System Dynamics”, special issue, 17(1). Martin D.M., Schouten J.W. (2014). Consumption-Driven Market Emergence. Journal of Consumer
Research, February (forthcoming) McAlexander J.H., Schouten J.W., Koenig H.F. (2002). Building brand community. Journal of Marketing, 66,
January, pp. 38-54. Mick D.G., Pettigrew S., Pechmann C., Ozanne J.L., a cura di (2012), Transformative Consumer Research.
London: Routledge. Muñiz A., O’Guinn T.C. (2001), Brand communities. Journal of Consumer Research, 27, March, 412-32. Nicolini D. (2012), Practice Theory, Work, and Organizations, Oxford: OUP. Nicolini D., Monteiro P. (2016), “The Practice Approach in Organizational and Management Studies”. In
Langley A. et al. (eds.), The SAGE Handbook of Precess Organization Studies, London: Sage. Peñaloza L., Toulouse N., Visconti L.M., a cura di (2011). Marketing Management. A Cultural Perspective.
London: Routledge. Ruvio A.A., Belk R.W., eds. (2013), The Routledge Companion to Identity and Consumption. London:
Routledge. Santoro M., Sassatelli R., a cura di (2009), Studiare la cultura. Bologna: Il Mulino. Scaraboto D. (2015), “Selling, Sharing, and Everything in Between: The Hybrid Economies of Collaborative
Networks”. Journal of Consumer Research, 39, 1234-1257. Scaraboto D., Fischer E. (2013), “Frustated Fashionistas: An Institutional Theory Perspective on Consumer
Quests for Greater Choice in Mainstreams Markets”, Journal of Consumer Research, 42, 152-176. Schouten J.H., McAlexander J.A. (1995). Subcultures of consumption: an ethnography of the new bikers.
Journal of Consumer Research, 22, June, 43-61. Stern B., a cura di (1998), Representing consumers. Voices, views and visions. London: Routledge.
Ciclo di seminariArts&Economics: Cultura, Management e Territorio
ISTITUTO REGIONALE DI STUDI EUROPEI
18
BARAD K. (2003), “Posthumanist performativity: toward an understanding of how matter comes to matter”, Signs: Journal of Women in Culture and Society, 28.
BIJKER W.E., HUGHES T.P., PINCH T. (a cura di) (1987), The Social Construction of Technological Systems. Cambridge (MA): The MIT Press. BOWKER G.C., STAR L.S. (2007), Sorting Things Out, MIT Press. CALLON M. (1998), The laws of the markets. Blackwell, Oxford. CARLILE P.R. et al. (2013), How Matter Matters, OUP. GILLESPIE T., BOCZKOWSKI P.J., FOOT K. (a cura di) (2014). Media Technologies. Essays on Communication, Materiality, and Society.
Cambridge, MA: MIT Press. KNORR-CETINA K. (1997). “Sociality with objects: Social relations in postsocial knowledge societies”. Theory Culture and Society, 14,1-43. KNORR-CETINA K. (1997), Epistemic Cultures, HUP JENKINS H. (2006). Convergence culture. New York: New York University Press JENKINS H., CLINTON K., PURUSHOTMA, R., ROBISON A. J., WEIGEL M. (2009). Confronting the challenges of participatory culture: Media
education for the 21st century. Chicago: MacArthur Foundation. LATOUR B. (1987), Science in Action. How to Follow Scientists and Engineers through Society, Cambridge: HUP. LATOUR B. (2005), Reassembling the Social, Oxford: OUP.LAW J. (1986). “On the Methods of Long Distance Control: Vessels, Navigation, and the Portuguese Route to India”. In: Law J., ed., Power,
Action and Belief. London: Routledge.LAW J. (1991), Power, Action and Belief, Routledge. LAW J. (1998), A Sociology of Monsters, Routledge MANOVICH L. (2013). Software Takes Command. New York: Bloomsbury ORLIKOWSKI W.J., SCOTT S.V. (2008), “Sociamateriality: challenging the separation of technology, work, and organization”, Academy of
Management Annals, 2 ORLIKOWSKI W.J., SCOTT S.V. (2015), “Exploring Material-Discursive Practices”, Journal of Management Studies, 52(5). SCHATZKI T.R., KNORR CETINA K., VON SAVIGNY E. (eds) (2001), The practice turn in contemporary theory, Routledge. SCHATZKI T.R. (2002), The site of the social, University Park: Pennsylvania State University Press. STAR S.L. (2010), “This is Not a Boundary Object: Reflections on the Origin of a Concept”, Science, Technology&Human Values, 35, 601-617. STAR S.L., GRIESEMER J.R. (1989), “Institutional Ecology, ‘Translations’, and Boundary Objects: Amateurs and Professionals in Berkeley’s
Museum of Vertebrate Zoology, 1907-1939”, Social Studies of Science, vol. 19, n. 3, pp. 387-420. SUCHMAN L. (2005), “Affiliative Objects”, Organization, 12(3). SUCHMAN L. (2007), Human-Machine Reconfigurations, CUP. SUCHMAN L. (2011), “Subject objects”, Feminist Theory, 12(2).