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Consumption, Prosumption and Participatory Web Cultures

IN A RECENT article published in this journal, Colin Campbell (2005) described the emergence of what he refers to as the ‘craft consumer’. In this important contribution Campbell juxtaposes this new category of consumer against the existing visions of the ‘dupe’, the ‘rational hero’ and the ‘postmodern identity seeker’. As Campbell explains, this type of consumer is different from these three established notions of consumer types in that it: