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. © Emerald Group Publishing Limited.
CITATION STYLE
Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: A Foucauldian interpretation. European Journal of Marketing, 40(9–10), 1013–1030. https://doi.org/10.1108/03090560610680989
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