Chapter 04. Consumerism’s Counterpoint
The simple acts of shopping, buying and selling will never be the same. Profoundly reshaping them are online social and cultural activities that seem far removed from consumerism’s siren call—archiving photos, social networking, blogging, bookmarking, swarming, IMing, twittering, video scraping, mashing up. But savvy marketers know better.
Digital rituals both mundane and exotic help form individuals’ and groups’ social identities, and along with them people’s tastes, preferences, values—what’s important to know, what to buy in order to belong (or be unique), what to share with or recommend to friends and family.
Moreover, many of these digital pastimes are no longer “early adopter” behaviors limited to a minority ...
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