From consumer to construer: Travels in human subjectivity

  • A. Fuat Fırat, Nikhilesh Dholakia
  • Journal of Consumer Culture, January 2016, SAGE Publications
  • DOI: 10.1177/1469540515623605

The first step to a new post-consumer subjectivity: Introducing the 'Construer'

What is it about?

We are clearly in a world suffused with consumer culture; and we are also -- even more clearly -- disenchanted with most aspects of it. In this paper, we explore the world beyond the consumer, the post-consumer subjectivity. This is the start of a long quest, and our paper is a first step, but we believe an important one. We hope to receive comments from thoughtful readers on how to advance the ideas presented here.

Why is it important?

Many ideas similar to the construer -- the 'produser', the maker, etc. -- have been advanced in recent years. With this paper, we start providing an integrative theoretical frame. Much more work needs to happen, in theory and in practice, and we invite like-minded folks to help advance the construer idea(s).


Dr Nikhilesh Dholakia
University of Rhode Island

Fuat and I have struggled with the underlying challenges of this paper for decades and with the specific 'construer' concept for about five years. With the publication of this paper, we hope to advance the discussion of these ideas; and in fact to work toward a world where the consumer subjectivity is but one of many; and a world were creative human energies are truly unshackled.

Dr. A Fuat FIRAT
University of Texas Rio Grande Valley

The 'construer' is only one of the new constructs we have to generate in order to escape from historical baggage carried by constructs born from and used to have insights into past and passe orders of organizing life. To have a better understanding of the new and potential orders of organizing life we need new constructs that enable recognizing new and potential phenomena that otherwise remain hidden.

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The following have contributed to this page: Dr Nikhilesh Dholakia and Dr. A Fuat FIRAT