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In this article, we re-examine the McDonaldization thesis in light of social changes that occurred since the 1990s and notably in light of the onset of digital forms of consumption. The argument is presented that while the theory of McDonaldization remains profoundly relevant to the consumption of bricks-and-mortar locales, it is even more applicable in the digital age, as well as "bricks-and-clicks" consumption sites. The ways in which McDonaldization is played out in three iconic companies, namely, McDonalds, Amazon, and Wal-Mart is critically interrogated. On this basis, the article seeks to understand what the intensification of McDonaldization means for our understanding of the contemporary consumption experience. Arguing that theories are routinely outpaced by the pace of social change, we contend that the digital speeds up processes of rationalization while intensifying levels of consumption. The article concludes by reflecting on what this might mean given that we now live in an age of networked individualism, for our understanding of the relationship between place and consumption: the degree to which digital platforms appear to consumers to be "natural" and thus ideologically powerful, being of particular concern. For this reason, we suggest that the McDonaldization thesis is, in fact, more relevant in the digital future than it was in the bricks-and-mortar past. [ABSTRACT FROM AUTHOR]

This article engages and extends understanding of the interrelated concepts of prosumption, the prosumer, prosumer capitalism, and McDonaldization in relation to the highly commodified and spectacularized world of professional sport. Developing an understanding of modern sport forms as having always exhibited prosumptive dimensions, the discussion focuses on the contemporary sporting context. The analysis highlights the increasingly intertextual and interactive nature of sport prosumption, as realized through Web 2.0 technologies, such as Twitter, Facebook, YouTube, blogs, and website comment pages, all of which provide a means of contributing toward (and thereby co-producing) the prosumer sport spectacle. Within this explication of sporting prosumption, we focus on empirical forms occupying the center of the prosumption continuum: those expressions wherein the productive and consumptive aspects of prosumption are "more or less evenly balanced.'' In doing so, we examine sport spectatorship as a form of material prosumption -- the digital-based prosumption implicit within "socialmediasport"and the enmeshed digital and material prosumption constitutive of eSport. Our aim is to critically explicate the prosumptive dimensions of contemporary sport culture and, in conclusion, to contribute to the wider dialogue regarding the nature and implications of prosumer capitalism. [ABSTRACT FROM AUTHOR]

This essay builds on and expands the domain of the burgeoning literature on the human prosumer and the process of prosumption. Just as the prosumer and prosumption are finally getting the attention they have always deserved, a dramatic technological change – the rise of smart prosuming machines – is taking place that is reducing the importance of the human prosumer. While the impact of these machines on producers (here conceived of as prosumers-as-producers) has long been obvious, what has changed the most is the explosion, and the growing impact, of these machines on consumers (or prosumers-as-consumers). A number of examples are offered of smart prosuming machines for humans. The latter are often unaware of the prosumption being done by smart machines, especially on the Internet. While smart prosuming machines offer many advantages, the danger lies in the replacement of human by non-human technologies and the control exercised by them. This is especially the case on the Internet of Things where many smart prosuming machines function, interrelate, and operate as autonomous, self-organizing devices. [ABSTRACT FROM AUTHOR]

Prosumption, the interrelated process of production and consumption, is increasingly obvious everywhere, but especially on the internet where people “prosume,” for example, Facebook pages, Wikipedia entries, and Amazon.com orders. But what is prosumption? Has it evolved out of recent behaviors? Or, is it new and revolutionary? Or, is it what we’ve always done? In fact, it is all three. Beyond dealing with these questions and re-conceptualizing much of what we do as prosumption rather than as either production or consumption, we reflect on the future of prosumption, as well as on the continuing utility of traditional concepts, paradigms, theories and methods that were created to deal with epochs, phenomena and processes seemingly focused on production or consumption. [ABSTRACT FROM PUBLISHER]

This article deals with the rise of prosumer capitalism. Prosumption involves both production and consumption rather than focusing on either one (production) or the other (consumption). It is maintained that earlier forms of capitalism (producer and consumer capitalism) were themselves characterized by prosumption. Given the recent explosion of user-generated content online, we have reason to see prosumption as increasingly central. In prosumer capitalism, control and exploitation take on a different character than in the other forms of capitalism: there is a trend toward unpaid rather than paid labor and toward offering products at no cost, and the system is marked by a new abundance where scarcity once predominated. These trends suggest the possibility of a new, prosumer, capitalism. [ABSTRACT FROM AUTHOR]

The article introduces reports published within the issue, including consumer culture on the consumption of lingerie.