Consumer empowerment: a Foucauldian interpretation
Abstract
Purpose
The purpose of this paper is to question the taken for granted assumptions that underpin a liberal or lay view of consumer empowerment implicit to this special edition. In particular, the idea that it benefits consumers to have more choice is questioned.
Design/methodology/approach
The key constructs of Michel Foucault – disciplinary power, governmentality and technologies of self – are used to argue that people can never escape from the operation of power. Rather it is shown how power operates to produce consumers.
Findings
The liberal view of the empowerment of consumers through choice is questioned. Rather we suggest the opposite; that choice is a disciplinary power and that more and more choice can lead to choice paralysis. The contemporary phenomenon known as blogging is described as a Foucauldian technology of self. Managerial implications are discussed.
Originality/value
The value of a Foucauldian inspired theory of empowerment is that it represents a more sophisticated understanding of the fluidity of power relationships between producers and consumers than can be captured by a liberal view of power and empowerment.
Keywords
Citation
Shankar, A., Cherrier, H. and Canniford, R. (2006), "Consumer empowerment: a Foucauldian interpretation", European Journal of Marketing, Vol. 40 No. 9/10, pp. 1013-1030. https://doi.org/10.1108/03090560610680989
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited