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Big data, konsumenten och vad som hände med "bara titta"

Journal article
Authors Magdalena Petersson McIntyre
Published in Kulturella perspektiv - Svensk etnologisk tidsskrift
Volume 25
Issue 2
Pages 24-33
ISSN 1102-7908
Publication year 2016
Published at Centre for Consumer Science
Pages 24-33
Language sv
Keywords trade fairs, retailing, e-commerce, shopping, market-things
Subject categories Ethnology


This article examines the digitization of consumption from a field work at fairs for e-commerce. It aims to investigate the cultural understandings of consumption and consumers that circulates at these events. Trade fairs stage the future and configure markets, technology and consumers. As a topic of research, trade fairs are interesting because they summarize what market actors in a particular field find fascinating or troubling at a given moment. Building on an actor-network-theory inspired study of "market-things", the article analyzes the new digital market-thins that are promoted on trade fairs and their relationship with the growing concern many shop keepers have for losing control over consumers; a result they fear follows on digitization. The article argues that, at these trade fairs, consumers and consumption were always understod in relation to new technologies aimed at increasing sales. Five tightly intertwined innovations are identified: the expansion of physical boundaries; new time and spaces for consumption; new roles for consumers; the compensation for loss of sesnses; and attract and contain. All these innovations represent particular solutions that respond to the concern that many market actors have. Consumers were configured in specific ways in order to promote certain devices and technologies. Thus, the depiction of consumers at these trade fairs followed a particular agenda; that of characterizing consumption in a certain way in order to promote particular devices.

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