Corporate Narratives of Information Society: Making Up the Mobile Consumer Subject

Johanna Moisander, Päivi Eriksson
  • Consumption Markets & Culture, December 2006, Taylor & Francis
  • DOI: 10.1080/10253860600921753

How consumers are governed as mobile consumer subjects

What is it about?

This article explores how a multinational corporation is involved in forming consumer identities—making up the subjects of consumption—by shaping the interpretive repertoires and cultural practices that are available for consumers as members of the emerging information society. The article elaborates on the ways in which the corporation invokes a discourse of shareholder value in its visionary strategic narrative entitled Mobile Information Society, and how this discourse operates to mobilize consumer conduct in particular ways, by making up, framing and formatting the consumer as a mobile subject of the global economy.

Why is it important?

The paper shows how Nokia, a large multi-national company, invokes a discourse of shareholder value in its strategic narrative and how this discourse operates to mobilize consumer conduct in particular ways by forging connections between particular work-based identities and particular features of the ICTs. This narrative works to upgrade, reinforce and modify the skills of consumers and to shape their professional identities in ways that enhance their mobility, flexibility and efficiency in the labor market and thus maximize shareholder value.

Perspectives

Professor Johanna K. Moisander
Aalto University

This paper reports findings from a three-year research project on "User-producer dialogue", funded by the Academy of Finland. I worked in the project as a postdoc researcher and Päivi Eriksson as the principal investigator.

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http://dx.doi.org/10.1080/10253860600921753

The following have contributed to this page: Professor Johanna K. Moisander

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