{"title":"Normalizing the Toxic Consumer Subject: Sustaining Neoliberal Logics Within Online Gaming","authors":"C. Huston, A. Cruz, Eloise Zoppos","doi":"10.1177/02761467231188005","DOIUrl":null,"url":null,"abstract":"Toxic practices are anti-social interactions that result in a breakdown of communication between consumers. We draw on in-depth interviews, netnography, and insider experience in the context of online gaming to describe the technological configurations that embed the neoliberal logics of competitiveness, individual responsibilization, and entrepreneurialism. Taken together, these embedded logics craft the toxic consumer subject as the dominant way of inhabiting online spaces. Overall, this study illustrates how technocultures align consumer subjectivity to market logics that erode consumer wellbeing.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" ","pages":""},"PeriodicalIF":3.7000,"publicationDate":"2023-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/02761467231188005","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Toxic practices are anti-social interactions that result in a breakdown of communication between consumers. We draw on in-depth interviews, netnography, and insider experience in the context of online gaming to describe the technological configurations that embed the neoliberal logics of competitiveness, individual responsibilization, and entrepreneurialism. Taken together, these embedded logics craft the toxic consumer subject as the dominant way of inhabiting online spaces. Overall, this study illustrates how technocultures align consumer subjectivity to market logics that erode consumer wellbeing.
期刊介绍：
The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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