Ambiguity and fandom: The (meaningless) consumption and production of popular culture
Date of this version
ambiguity; consumer culture; fandom; meaning; meaninglessness; popular culture
The purpose of this paper is to interrogate the concept of meaning and the meaning making process in consumer behavior. While the study of the consumption focuses increasingly on how consumers create meaning in a marketing dominated world, it views this process as relatively unproblematic. This paper challenges that perspective and argues that this process is inherently ambiguous.
The Routledge Companion to Digital Consumption