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« Le présent du futur » Nouveau consumérisme en quête d’identités

Abstract : Identity, new prey of technocapitalism? Digital must be considered as a consequence of the ephemerization of the present. This is about understanding how technology becomes meaningful in the current economic context and how it redefines marketing methods by designing new strategic market processes. While users feel emancipated with digital and the control over their identities, the new consumer modes are nourished by these identities enriching and tending towards a dynamic of social consumption. Digital identities of the individual are doubly central. What are these issues articulated through digital support, in the emancipatory dimension of the individual, but also in these new dynamics of the consumer? This article, through these questions, highlights the question of identity as a mediation of the consumerist system.
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https://hal.univ-rennes2.fr/hal-02527860
Contributor : Laurence Leroux <>
Submitted on : Wednesday, April 1, 2020 - 3:05:42 PM
Last modification on : Saturday, July 25, 2020 - 12:44:04 PM

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  • HAL Id : hal-02527860, version 1

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Marion Trommenschlager. « Le présent du futur » Nouveau consumérisme en quête d’identités. Revue de Recherches Francophones en Sciences de l'Information et de la Communication, Revue REFSICOM, 2017, L’identité dans tous ses états, 1. Identités et dispositifs numériques. ⟨hal-02527860⟩

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