Une approche structurationniste de l’activité de consommation ordinaire : les expériences et la construction du soi des consommateurs dans les forums de discussion en ligne

Abstract : This thesis deals with structuration in ordinary consumption activities (Gronow and Warde, 2001 ; Carù and Cova, 2003, 2007). Structuration is about the process of social relationships that structure in time and space through the duality of the structural. This means that individuals and collectives that interrelate in social systems, are co-created in structures. In this framework, social systems are both conditions and results of activities performed by agents who belong to these systems (Giddens, 1987). We propose a case study that builds on two different theoretical perspectives to investigate structuration in ordinary consumption. Our case is mostly built on consumers’ narratives about their trajectories in online discussion forums, and especially one of them called Jeuxvideo.com. In the first study, structuration is enlightened by revealing sensemaking processes in ordinary consumption experiences. In the second study, we focus on the mechanisms leading to the construction of the self considered in its complexity. This thesis intends to contribute both to a development of a new approach of consumption and to a better knowledge about structuration.
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Alexandre Schwob. Une approche structurationniste de l’activité de consommation ordinaire : les expériences et la construction du soi des consommateurs dans les forums de discussion en ligne. Economies et finances. HEC, 2011. Français. ⟨NNT : 2011EHEC0008⟩. ⟨tel-01450184⟩

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