Putting Consumers to Work

@article{Zwick2008PuttingCT,
  title={Putting Consumers to Work},
  author={Detlev Zwick and Samuel Kwaku Bonsu and Aron Darmody},
  journal={Journal of Consumer Culture},
  year={2008},
  volume={8},
  pages={163 - 196}
}
Co-creation is a new paradigm that has captured the imagination of marketing and management professionals and scholars. Drawing on Foucault's notion of government and neo-Marxist theories of labor and value, we critically interrogate the cultural, social, and economic politics of this new management technique. We suggest that co-creation represents a political form of power aimed at generating particular forms of consumer life at once free and controllable, creative and docile. We argue that… 
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