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

Richard Jones, Niels Kornum

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-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.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
EditorsAbel Monfort
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2021
Article number94755
Publication statusPublished - 2021
EventThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50


ConferenceThe 50th EMAC Annual Conference 2021
LocationESIC Business & Marketing School
Internet address


  • Consumption communities
  • Consociality
  • Self-determination theory

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