Entertainment, sociability and consumption in social networks: Fostering the fan-consumer

Abstract

Consumption is considered a privileged stance that enables us to reflect upon our contemporary experience within the context of the ever-growing penetration of the market in the most diverse spheres of our lives, especially in the realm of subjectivity. The close connection between media and consumption cultures gives rise to innovative formats and genres such as mass self-communication. The logics of entertainment, sociability and business intertwine in this type of interaction which is typical of today’s digital culture. In a fun way, an unprecedented volume of content is shared on digital social networks which congregate people and businesses around the world. In order to expand and captivate one’s customer base, the most diverse types of experience are offered, notably those which make use of the languages and logics of entertainment in order to capture the public’s ever evading attention in our hyper-saturated communicational ecosystem. The ambition to engage the consumer as a partner and fan of a given brand, product or service is present with varying degrees of transparency in market communication, rendering it indispensible to question the so called spontaneous participation in social networks.

Key words: communication and consumption, social networks, fan-consumer, subjectivity.