Social labour: Exploring work in consumption

Anderson, S. , Hamilton, K. and Tonner, A. (2016) Social labour: Exploring work in consumption. Marketing Theory, 16(3), pp. 383-400. (doi: 10.1177/1470593116640598)

Abstract

This article develops understanding of consumer work at the primary level of sociality in the context of social networking sites. Drawing on ethnographic interviews and netnography, we reveal these sites as distinctive spaces of consumer-to-consumer work. To explain this work in consumption, we introduce the concept of social labour which we define as the means by which consumers add value to their identities and social relationships through producing and sharing cultural and affective content. This is driven by observational vigilance and conspicuous presence, and is rewarded by social value. This draws attention to the variety of work consumers enact within their social lives, indicating that consumer work is broader than previously acknowledged.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Anderson, Dr Stephanie
• Authors: Anderson, S., Hamilton, K., and Tonner, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Marketing Theory
• Publisher: SAGE Publications
• ISSN: 1470-5931
• ISSN (Online): 1741-301X
• Published Online: 28 March 2016
• Copyright Holders: Copyright © 2016 SAGE Publications
• First Published: First published in Marketing Theory 16(3):383-400
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher