TY - JOUR
T1 - Normalizing the toxic consumer subject
T2 - sustaining neoliberal logics within online gaming
AU - Huston, Clarice Yi
AU - Cruz, Angela Gracia B.
AU - Zoppos, Eloise
N1 - Publisher Copyright:
© The Author(s) 2023.
PY - 2023/12
Y1 - 2023/12
N2 - 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.
AB - 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.
KW - anti-social practices
KW - consumer subjectivity
KW - neoliberalism
KW - online gaming
KW - qualitative
UR - http://www.scopus.com/inward/record.url?scp=85165248799&partnerID=8YFLogxK
U2 - 10.1177/02761467231188005
DO - 10.1177/02761467231188005
M3 - Article
AN - SCOPUS:85165248799
SN - 0276-1467
VL - 43
SP - 447
EP - 459
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 4
ER -