Consumer workers as immaterial labour in the converging media markets: three value-creation practices

Johanna Moisander, Saara Könkkölä, Pikka-Maaria Laine
  • International Journal of Consumer Studies, May 2012, Wiley
  • DOI: 10.1111/j.1470-6431.2012.01107.x

How consumers work for media organizations

What is it about?

This paper articulates a practice-based approach to consumer studies to explore and elaborate on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets.

Why is it important?

The paper demonstrates that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.


Professor Johanna K. Moisander
Aalto University

In this paper, we report findings from a three-year research project, Strategic Challenges of the Media Industry in Converging Media Markets, funded by the Helsingin Sanomat Foundation.

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