: CALL FOR PAPERS N ° 42 (JUN. 2018): Consumption, branding and digital communication

Number 42 of Cuadernos.info will focus on Consumption, branding and digital communication. We invite researchers and academics to send us their contributions on this subject. We however remind you that articles that refer to other topics of communications may also be submitted to the journal; these will be published in the "Other topics" section.
GUEST EDITORS: Arturo Arriagada (Universidad Adolfo Ibáñez) and Liliana de Simone (Pontificia Universidad Católica de Chile).
Consumption is a social and cultural practice that goes beyond the mere act of buying. Understanding the complex and growing role of consumption in the lives of individuals and its transformation due to the new technological developments is a central task within Communication Sciences. In this context, one of the main challenges of this area of study is to understand the emergence of various economies and cultures due to the development and massification of new spaces of communication, such as online social media (e.g., Twitter, Facebook, YouTube and Instagram).
Consumption practices mediated by digital technologies have given rise to a growing literature that explores the role of consumers as mediators between production and consumption. The creation of symbolic value around the consumption of goods and services, as well as the collective representations of the social and economic world in this new medial context, have led consumers to operate as key agents in the production and reproduction of merchandises. Likewise, these new practices of generating value through media spaces have triggered changes in the processes of construction of digital identities around consumption. This special number of Cuadernos.info will seek to reflect these issues, gathering works that explore, describe and analyze this problem from various theories and methods.
Thus, we hope to promote an academic reflection that accounts for the changes in the distinctions between producer, audience and consumer as main agents in the production, reception and consumption of goods, services and experiences; therefore, we aim to receive research articles that address, among other things, the practices of consumers in digital platforms, in addition to the branding and self-branding strategies developed by expert consumers, fans, bloggers, digital influencers, Instagramers, Youtubers, and other social agents to generate value in terms of communication.
As an example, we expect to receive works that focus, from a communicational perspective, on the following subtopics, although this list is not exclusive:
  • The relationship between social communication and consumption.
  • The role of new technologies in understanding consumption as a cultural process.
  • Media discourses on the consumer society.
  • Media imaginary and new collectives of consumers.
  • Identities and knowledge of the new consumers/producers.
  • Changes, co-production and professionalization of the consumer.
  • New work concepts associated with creation and symbolic creativity.
  • Work dynamics of these new consumers.
  • Value chains between advertising/branding agencies, brands/companies, producers and consumers.
  • Practices and tensions around the creation of content and the generation of value.
  • Self-branding strategies in digital platforms.
  • New consumer communities and their role in defining new markets (e.g., fashion, music, games, media, design).
  • Role of the new digital practices and technologies in the formation and reproduction of markets for goods, services and experiences.
  • Challenges, practices and debates about branding and advertising.
  • Multiculturality and interculturality in the consumers’ construction of narratives.
Should you have any doubts about the relevance of a potential paper, please contact Arturo Arriagada (arturo.arriagada@uai.cl) or Liliana De Simone (rldesimo@uc.cl), guest editors of this special number, or Sebastián Valenzuela, editor in chief of Cuadernos.info (savalenz@uc.cl). For other questions, please contact the managing editor, Daniela Grassau (dgrassau@uc.cl).
All works must comply with the style standards published in the manual of the American Psychological Association (APA) (6th edition). Please, review the "Rules for authors" of the journal.

ISSN: 0719-367x