Individual and Collective Identities in Consocial Communities: Theorising New Forms of on and Offline Social Practice in Relation to Tensions between Individual and Collective Identities

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review


In this paper we theorize about the consocial, brand-related consumption community as a new form of on and offline social practice. Consumption community is seen from a process ontology in which tensions between individual and collective identities are regarded as performances which express and expose underlying tensions between collective and individual identities. We apply selfdetermination theory as a micro-level empirical lens through which to study and understand individual’s relationship to the community and Actor-Network Theory and Practice Theory to understand the meta-level processes and interactions at the collective level. Whilst community culture is a well explored area, highlighting the stable cultural attributes of such communities, this paper empirically explores, through the analysis of a running community (often called running crews), less cohesive, loose coupled communities that are characterized by weak interdependency reflecting modern urban lifestyles. The aim of the paper is to develop a theory of these fluid, heterogenous and complex consocial communities from the collective AND the individual levels.
TitelProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
RedaktørerAbel Monfort
Antal sider1
ForlagEuropean Marketing Academy. EMAC
StatusUdgivet - 2021
BegivenhedThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spanien
Varighed: 25 maj 202128 maj 2021
Konferencens nummer: 50


KonferenceThe 50th EMAC Annual Conference 2021
LokationESIC Business & Marketing School


  • Consumption communities
  • Consociality
  • Self-determination theory