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    Labour of Love: An Archaeology of Affect as Power in E-Commerce

    Jarrett, Kylie (2003) Labour of Love: An Archaeology of Affect as Power in E-Commerce. Journal of Sociology, 39 (4). pp. 335-351. ISSN 1440-7833

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    In the discourses of the electronic commerce (e-commerce) industry, con- sumers are alleged to be empowered by the affective relations they establish in online communities. This article investigates this claim using a Foucauldian archaeological framework. It seeks to identify the key social and historical con- ditions that have enabled this representation to appear and to become a viable characterization. The question it examines is not whether consumers are actu- ally empowered by e-commerce, but why it is deemed important to interro- gate online consumers’ affective activity in terms of power.

    Item Type: Article
    Keywords: affective relations; consumer culture; e-commerce; Foucault; Internet; on-line community; power;
    Academic Unit: Faculty of Arts & Humanities > School of English, Media & Theatre Studies
    Item ID: 4664
    Identification Number:
    Depositing User: Kylie Jarrett
    Date Deposited: 11 Dec 2013 15:04
    Journal or Publication Title: Journal of Sociology
    Publisher: SAGE Publications
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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