The New Consumer – Unmanageable, Eccentric, Paradoxical

August 16th, 2010 § 1

From Yiannis Gabriel and Tim Lang ‘New Faces and New Masks of Today’s Consumer’, Journal of Consumer Culture 2008; 8; 321

The consumer, then, is unmanageable, both as a concept, since no-one can pin it down to one specific conceptualization at the expense of all others, and as an entity, since attempts to control and manage the consumer result in a mutation from a stable consumer concept to an unstable one.
[…] Even as they are constantly typecast and pigeon-holed, consumers are becoming more unmanageable, eccentric and paradoxical.

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  • This is a blog about digital media, brand and communication strategy, and generally trying to make some sort of sense of a digital world, by Ylva Lindberg. Ylva has arguably the best job in the world, working in media marketing at Sweden's leading magazine publisher, Bonnier Tidskrifter. She holds a Master's degree in Communication Studies, specialising in digital media and economics. If this blog's rather eclectic mix of Bourdieu quotes, rants about hotel branding, and media use pie charts makes you want to get in touch with her, feel free to , follow her on Twitter, or add her to your network on LinkedIn.
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  • Categories: The Way People Act