This project seeks to better understand the transformative potential of digital/virtual consumption (DVC), the consumption of digital goods and experiences available through the Internet, online multiplayer games, video game consoles, smart phones and other electronic devices.

Consumer lifestyles and online shopping continuance intention.

N. Ahmad, A. Omar & T. Ramayah., 2010. Consumer lifestyles and online shopping continuance intention. Journal of Business strategies series. 11 (4), 227-243. Malaysia: Emerald Group Publishing Limited. This paper examines the factors which may affect a consumer’s intention to purchase in cyberspace.  It has become apparent how the term ‘Online Shopping’ cannot be defined in one particular way. Kim (2004) defines online shopping as examining, searching for, browsing for or looking at a product to get more information with the possible intention of purchasing on the internet. Alternatively, according to Chiu et al. (2009), online shopping can be considered as an exchange of time, effort and money for receiving products or services.

3. From ‘Ideal’ Sexual Citizens to Healthy (Middle Class) Consumers: Responsibilization and ‘Awareness’ as Classed Affairs-Cheryl Martens, Bournemouth Media School

Governmental and non-governmental social awareness health campaigns are increasingly taking place within the context of aestheticised, branded communication, led by multinational corporations, as evidenced by corporate led  social marketing campaigns, from MTV’s Staying Alive campaign, which is the widest reaching HIV/AIDS awareness campaign in existence to Breast Cancer awareness campaigns led by major brands, Estee Lauder and Marks & Spencer. Audiences are now conceived of less in terms of ‘the general public’ and ‘risk groups’, but in terms of ‘market segments’.  As such, they are increasingly implicated in the production of health awareness messages, via market research strategies and interactive digitalcommunication. In the current context of neoliberal governance and globalisation, however, it is especially important to consider how dominant discourses of choice and responsibility and practices are constituting health awareness campaigns more generally and how people understand themselves and others in relation to the campaigns.  In the case of sexual health awareness, the taking up of ‘technologies of the self’ through the voluntary governance of the self (Higgs, 1998), heterosexual testing (Adkins, 2002) and safer heterosex (Vitellone, 2000) have been discussed in terms of the making of ‘ideal’ sexual citizens.     The responsibilisation of sexuality, however, as these studies forcefully argue, is only fully available to white heterosexual men.   What many theories leave much less explored, and as the findings discussed will explore: responsibilisation promoted by corporate-led campaigns needs to be examined more closely in relation to how responsibilisation is also integrally related to their promotion of white middle class values over others.


Faculty of Media & Communication, Bournemouth University