Netnografia, storia di un paradosso

Within our society consumption appears to be more and more the main carrier of the identity construction of individuals, and is gradually replacing the role played by work in the past. Therefore in contrast with classical economy theory – consumption becomes eminently productive. At the same time (and in contrast with the classical theory of marketing) the consumer can no longer be considered as a passive container of needs to be filled at will, but must be regarded as an active social agent with specific skills. Netnography stems from the awareness of these changes and in this article the author shows the characteristics of this method, specifically designed to study cultures and communities online.