Implications – The insight that the market and media discourse organizes also the world of dreams has implications to the existing literature on fantasy and fun, marketization, and mediatization of everyday life and on the literature on consumption places and spaces. More generally, the study unsettles the disciplinary habit of taking the waking and alert consumer as the unquestioned starting point of knowledge production and theory-making in cultural consumer research. Dreams provide an angle for further theorizing many key aspects of consumer culture, such as the notion of active consumer and meaning-making.
Valtonen, A. (2011), "We Dream as we Live – Consuming", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 93-110. https://doi.org/10.1108/S0885-2111(2011)0000013009
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