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åsa

Åsa Thelander

Lärare

åsa

The role of frames in a co-creation process

Författare

  • Filippa Säwe
  • Åsa Thelander

Summary, in English

Purpose – This paper aims to analyze the conditions for co-creation in a non-commercial context. The

particular aim is to show how a co-creative activity is framed for the participants and the consequences

of the frames for the values that are co-created in the process.

Design/methodology/approach – Goffman’s frame analysis is applied to investigate how

co-creation is used as a marketing strategy where an art event is used as an engagement platform to

involve citizens in creating visions for an urban renewal area. It is a qualitative study based on

observations.

Findings – The taken-for-granted ideas of the active and creative consumer along with the focus in

marketing research on the positive values achieved in a co-creative process are problematic in a public

context. An unreflexive use of a co-creative strategy in a non-commercial setting and using art as an

engagement platform, in combination with insufficient communication about the new framings, result

in no-creation of value or even co-destruction of value.

Practical implications – Unclear definition of the situation for co-creation results in confusion about

how to interact and how to create value. Such an outcome is highly problematic for a public

organization. It is of major importance that citizens can identify and understand the type of activity. The

authors argue that communication in well-defined phases of an event can facilitate desired acts of

co-creation.

Originality/value – Value co-creation theory has been transferred between contexts, but there are

few studies of what the transfer means in terms of consumer abilities to take part in the value creation

process and its rules of engagement. This study demonstrates the difficulties of moving from theory to

practice when the context changes from a commercial to a public participatory one. This opens for new

research venues in value co-creation and marketing theory.

Avdelning/ar

  • Institutionen för service management och tjänstevetenskap
  • Institutionen för strategisk kommunikation

Publiceringsår

2015

Språk

Engelska

Sidor

442-457

Publikation/Tidskrift/Serie

International Journal of Quality and Service Sciences

Volym

7

Issue

4

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Media and Communications

Nyckelord

  • frame analysis
  • value co-creation
  • Goffman
  • strategic communication
  • citizen participation

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1756-669X