From Do-It-Yourself to Do-It-Together: Exploring the collective dimension of Making in consumption

Du Faire soi-même au Faire Ensemble: Exploration de la dimension collective du Faire dans la consommation

Fanny Capeau () and Veronique Cova ()
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Fanny Capeau: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Veronique Cova: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: While Making practice in consumption is growing quickly, there is more and more talk of "Do-It-Together", a new form of Do-It-Yourself. Based on the concepts of tribes (Maffesoli, 1988) and the Conservation of Resource Theory (Hobfoll, 2002, 2011 ; Hobfoll et al., 1990), we propose to explore this new form through a qualitative study combining observation, netnography and semi-structured interviews. Our results show that the collective dimension of Making is not really "Do-It-Together" but more "Do-It-Yourself AND Be Together". In other words, "Do-It-Together" is a way of being alone but together (Turkle, 2017), which is reminiscent of the "grégaire anonyme" (anonymous herd) of Freitas (1996). The collective and individual dimensions combine in a sharing of resources (such as equipment, knowledge, or reinsurance), within various tribes, for the individual act of the consumer-maker. Our research leads to a typology of collective forms at play in Do-It-Together, articulating the notions of tribes, social support, and resources.

Keywords: Alone together; Consumer resources; Do-It-Together; Maker movement; Tribes; Faire Ensemble; Mouvement Maker; Ressources du consommateur; Seul ensemble; Tribus (search for similar items in EconPapers)
Date: 2020-11-19
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Published in 19èmes Journées Normandes de la Recherche sur la Consommation (JNRC), Nov 2020, Caen, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03016535

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